With more social networkers every day, and brands increasing their presence on social media, the consumer-brand dynamic was bound to get tricky.
In February, American Express found that 46% of US internet users it surveyed had turned to companies' social media sites to vent their frustrations about poor experiences. Buildup of negative buzz on social media can have a significant impact on brands because social media is more public and moves faster than customer complaints via traditional channelsAccording to Satmetrix, a customer service software provider, only 49% of companies it surveyed worldwide in January 2012 tracked and followed up on customer feedback on social media, while 28% did neither.
Read more details on this study at emarketer.
