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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ABOUT THE AUTHOR
image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. 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

Twitter: @ayaznanji