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Most Brands Are Not Prepared to Manage Negative Social Comments

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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.


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Ayaz Nanji is an independent digital strategist and the co-founder of Inbound ContentWorks, a marketing agency that specializes in content creation for businesses and brands. He is also a research writer for MarketingProfs. His past experience includes working for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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  • by Chris Finnie Fri Mar 21, 2014 via web

    I not only write web copy for clients, I shop online a lot--for business and personal.

    I'm shocked by how infrequently companies reply to comments on their own product pages, especially on B2B sites. Interestingly, I see replies more often recently, and most often on B2C sites. I've also received responses lately to 3 emails I wrote to companies about their sites or their products. Not quickly. But they did reply. Most don't.

    I can only hope it's a trend because the lack of a 2-way conversation really squashes any claims that a company is engaging in social selling. And I think people increasingly expect it.

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