Today’s infographic on dealing with negative social media by Osterholm Digital Marketing Group provides a good overview of the adoption of social media by companies. It not only provides data on the use of social media, it also highlights important information on trust and the impact of user reviews on consumer purchasing decisions.
Companies & Social Media
According to the infographic, 79% of companies will be using social media by the end of 2012, 58% of companies are reported to already be using social media, and an additional 21% plan to launch a social media initiative this year.
Out of the companies using social media, 54% actively monitor positive and negative feedback about their company on social media. Another 16% use Twitter as a customer service channel, responding and addressing both positive and negative concerns.
User Reviews Matter
What really stands out in this infographic is the influence online reviews by other consumers play in purchasing decisions. According to the infographic, 61% of consumers’ purchasing decisions are influenced by user reviews. Out of those consumers, 97% find the reviews influencing their purchasing decisions to be accurate.
Who Consumers Trust
The data presented on consumer trust highlights that people trust other consumers more than experts or celebrities. 90% of consumers trust the reviews or input on a company from people they already know. 70% of consumers trust reviews even when they don’t know the person providing the review. Note that experts are only trusted by 27% of people, and advertisements by 14%. Celebrities receive the least amount of trust, with only 8%.
Consumer Interactions with Companies
According to the infographic, 34% of consumers share their feelings about companies using social media. The amount of positive and negative feedback by consumers is almost split. 23% of consumer share companies and products they like, while 26% share when they are dissatisfied. Despite the importance of user reviews and their impact on purchasing decisions, companies do not respond to 71% of customers who complained on the social media site Twitter.
Infographic Social Media Tips
The infographic lists five takeaway points based on their analysis of social media and how it impacts purchasing decisions.
- Don’t ignore negative feedback
- Engage early
- Plan for crisis
- Engage in dialogue
Infographic courtesy of Osterholm Digital Marketing Group