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Brands Undervalue Social Media for Customer Service

August 31, 2010

Though many companies are now using social media to acquire new customers and increase brand awareness, few are using social media channels for customer-service objectives, according to a survey from Alterian.

Among surveyed top-brand senior-level marketing executives, 30.1% cite customer acquisition as their most important objective for social media and 26.5% cite driving brand awareness. Just 1.2% cite customer service:

Below, other findings from the Engaging Times Summit survey, which polled 400 senior-level marketing executives from major US brands on brand socialization, engagement strategies, and social media ROI .

Cross-Channel Coordination Still Important

Despite a lack of emphasis on customer-service objectives with social media, roughly 90% of marketing execs say cross-channel coordination is vital in marketing campaigns.

Similarly, 61% say their brand's engagement with consumers occurs both online and offline, suggesting that engagement takes place on multiple platforms.

Social Media Engagement

Marketers are increasingly viewing social media as a means for engagement as opposed to promotion: Three out of four marketing execs (74.8%) say their brand is either somewhat or extremely engaged with social media. Roughly one-quarter (25.3%) say they are not very engaged or not engaged at all with social media:

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  • by Sarah Tue Aug 31, 2010 via web

    It is hard to know who should be engaged in Social Media. Marketing staff for brand/PR and now customer service representatives also? Confusing! Will require some careful planning and management.

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