Survey Reveals Social Media Listening and Engaging Pays Off

steve olenski
Steve Olenski Sr Creative Content Strategist , Oracle Responsys

Posted on July 18th 2011

A recently completed survey by Forrester on behalf of Dell revealed that companies that implement listening and digital engagement initiatives see positive business returns in customer satisfaction scores, loyalty and brand metrics.

Titled “Listening and Engaging in the Digital Marketing Age" the study focused on the state of social media in US businesses. The audience was comprised of 200 medium and large US-based marketers across three key industries, including high tech, media/entertainment, and utility and banking services.

Here some of the key findings along with the obligatory charts/graphs:

  • More than 3/4 of the companies surveyed monitor online conversations and respond to customer feedback through social media
  • Yet only 20 percent of the survey respondents place social media at the core of their marketing plan
  • 73% of those responding said they were planning to add employees focused on listening and engagement initiatives in the coming year
  • Popular social media networks have surpassed traditional tactics
  • Marketers have begun to fully embrace social networks as a listening and engagement tactic
  • Companies have become serious about their social media efforts.
  • 97% of respondents indicated that they have adopted social media tactics and...
  • 50% claim that although not a core function, they are serious about their social media efforts




You can see the full results, including full sized images and the press release announcing the findings of the survey on the Dell website

Soures: Dell, Forrester Research, Survey Reveals Social Media Listening And Engaging Pays Off


steve olenski

Steve Olenski

Sr Creative Content Strategist , Oracle Responsys

A regular contributor to Forbes, among other publications, Steve was named one of the Top 100 Influencers In Social Media (#41) by Social Technology Review and a Top 50 Social Media Blogger by Kred. He is currently a senior creative content strategist at Oracle Marketing Cloud. He is a also a member of the Editorial Board for the Journal of Digital & Social Media Marketing and co-author of the book StumbleUpon For Dummies. Follow him on Twitter@steveolenski or at the nearest coffee shop.The views expressed here are his own and do not necessarily reflect the views of Oracle Marketing Cloud.

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Posted on July 19th 2011 at 9:07AM

Thanks for a great article!

From my experience it seems that both sales and marketing show better results if people are prepared to listen. 

The only way to be successful in any business is to give people what they need and what they want and you can't even begin to understand either of those things if you don't listen to the customer.


Social media provides us with not only some very innovative and exciting ways to communicate but also some very good ways to listen. (I mean listen very loosely here and include analyse behavior)

Great article, thank very much!


Best regards, Peter

Posted on July 29th 2011 at 7:38PM

As @kamichat pointed out in the tweet that led me to this post, it's disturbing that the top two KPI's are impressions and "likes."