The Nielsen Company
63% of social media users say consumer ratings are a preferred source for product or service information.
62% say consumer reviews are a preferred source.
50% list company websites as a preferred information source.
47% list call centers.
45% say email.
Only 15% list a company’s Facebook page.
And 7% list a company’s Twitter page.
THOUGHT: It comes as little surprise that ratings and review sites rank so high as a preferred source of product or service information. Whether they’re stars or actual written reviews, these sites are perceived to be content provided by neutral third-party consumers.
And for the most part, they are.
Many companies are a bit freaked at the idea of consumer reviews because the outlandish cases get all the press. But unless you’ve got crappy products or horrible customer service, the horror stories are generally few. When someone does make a unreasonably virtual stink about a company, product or service, they tend to out themselves as unreasonable.
The majority (61%) of social network users say they share their company experiences online in order to give recognition for a job well done. While consumers aren’t afraid of sharing negative experiences, 58% do so in order to protect others and only 25% do so to punish a company.
If a company makes an effort to listen, acknowledge and reasonably resolve issues online, they tend to get credit for that, usually from the person doing the original complaining.
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Thank you for autotunes.
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