A new “Social Media Benchmark Study” released by J.D. Power and Associates looks at how well different industries are using social media sites for marketing and servicing needs, finding that not all are adept at doing both. Among the more interesting results, though, the study finds that of the 23,200 US consumers surveyed who have interacted with a company via a social media channel, 67% had done so for servicing, versus 33% for marketing.
The report defines marketing engagements as including “connecting with consumers to build brand awareness and affinity, in addition to promoting coupons and deals,” while servicing engagements include “answering specific consumer questions or resolving problems.” Read the rest at MarketingCharts.
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