Over half of brands (55.5%) do not not have an effective strategy in place to deal with negative comments on social networks, according to a recent report from Social Media Marketing University (SMMU).
Some 24.5% of brands are in the process of developing a strategy for dealing with negative comments, 7.6% have strategies in place that are proving to be ineffective, and 23.4% do not have a strategy in place and do not have plans to develop one, the study found.
The report was based on data from a survey of 1,036 marketers, social media strategists, C-Level executives, and entrepreneurs.
Other key findings:
- 26.1% of respondents say their brand's reputation has been tarnished as a result of negative social media posts, 15.2% have lost customers, and 11.4% have lost revenue.
- 58.2% of brands receive customer complaints via social media occasionally, 10.9% receive them somewhat often, and 4.9% receive them very often.
- Only 17.6% of brands strive to respond to customer complaints on social media within an hour. Most (52.2%) respond within 24 hours, and 21.4% percent rarely or never respond.
About the research: The report was based on data from a survey of 1,036 marketers, social media strategists, C-Level executives, and entrepreneurs conducted February 10-13, 2014.
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji