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: