Marketers Ignoring Customer Feedback from Social Media

Good Thing it's Their Biggest Reason for Using it

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[ Social Media]

A Social Media Survey conducted on behalf of PRWeek and MS&L by PRWeek and CA Walker found that marketers don’t make changes to their products based on customer feedback, despite monitoring feedback being one of the most common business uses of social media in the first place.

The survey found that 70% of marketers say they’ve never made a change to a product or marketing efforts based on feedback from consumers on social media sites.

"Customer feedback should be the front lines of product development," says Jim Tsokanos, MS&L’s president, North America. "Marketers need to act on information culled from social sites and are missing out on a key opportunity to improve and shape their products and programs based on what their consumers need and want."

The top three business uses of social media according to the survey are:

1. Managing and monitoring customer feedback (41%)

2. Understanding the consumer and competitive landscape (41%)

3. Reaching key influencers (33%)

There is still a significant amount of skepticism in corporate America, regarding social media. According to the survey, lack of time and resources are the biggest barriers to successfully incorporating social media into marketing campaigns. 43% said lack of knowledge and expertise, and 39% said they are not convinced of its value or ROI. 75% say their companies are not equipped to handle global social media campaigns, and 66% say the majority of their social media activities are locally equipped.

Jim Tsokanos

"If brands do not have a social media presence, consumers will create one for them. These results indicate that many companies are not engaging in social media in ways that truly drive business results and sustain relationships with customers," Tsokanos said. "Employees are the best brand ambassadors a company can have. By not having a specific approach regarding employee use of social media, companies miss out on leveraging their largest and most knowledgeable fan base." 

49% of senior marketing executives say their companies have no specific approach regarding employee use of social media to share messages on behalf of the organization or its brands, and 39% of respondents said that their companies are not using any of the most common social media tools in their marketing efforts. Similarly, 39%, say none of their current marketing budget is dedicated to social media programs.

The survey polled 271 US chief marketing officers, VPs of marketing and marketing directors.

Marketers Ignoring Customer Feedback from Social Media
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  • http://kempedmonds.com Kemp

    Dumb “@$$3$”, that’s the whole point. Ignoring feedback is like asking investors for money and then burning the cash right in front of them. Companies better recongize that every customer is an investor and time is only getting more expensive.

  • http://deck-boards.com toni

    What the heck do they mean by “locally equipped”?

    66% say the majority of their social media activities are locally equipped.

  • http://www.facebook.com/socialmediatrailblazers Gadeyne

    The study is another case in point that traditional marketers are probably not the right people to implement social media. they mainly use social media as a beacon as they would use any traditional media.
    They are used to a traditional one way communication system broadcasting their message without regard from their constituencies as they have for decades.
    Social media in its core is not new, the available platforms however are but the business and communication philosophy is not.
    Early on they had an opportunity to engage their constituencies through corporate websites, but were quick to close that door by removing as much contact information as possible.
    Already then they missed a huge opportunity and they repeat the pattern with social media.
    The only difference, the public now has a powerful platform to voice their opinion and the chatter is not limited to a few or a few dozen individuals, but a multitude of individuals that would have never communicated before.
    In the end, the chatter happens whether companies truly engage in social media or not. the difference in the end is that some companies will embrace communication with their constituencies, other will become textbook examples of what not to do.

  • http://www.idea-to-launch.com/index.html Larry Malloy


    Great article. I believe there’s two reasons for this.

    First, we are still in the early stages of social media as a marketing tool. I believe as the technology matures, potentials are stretched, metrics are determined, and processes are developed this will change.

    Second, there could be a disconnect between marketing and product management (you said the survey polled senior level marketers). As a product manager, I often used social media throughout the product lifecycle, and the executives I reported to often did not know where the new product ideas came from. And, what I learned through social media, I often further tested through more traditional marketing technologies like surveys, customer visits, interviews, etc. Just a thought. Great work on the article.

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