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Brands Undervalue Social Media for Customer Service

August 31, 2010
  |  8,995 views

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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