What Are Consumers Saying Online?
In the age of the Internet, every consumer has the power of a professional critic at his or her fingertips. Raving about a great new product, or detailing a nightmarish customer service experience, is as easy as pressing “send” on an e-mail or posting to Twitter or Facebook. With so many conversations going on in so many different places, it’s a significant challenge for companies to harness all the talk and figure out how it is affecting their brand. As a new survey indicates, many marketers admit they haven’t cracked the code yet. According to the 8th annual survey of marketers by integrated marketing services provider Alterian, less than one-third of respondents said they had a strong understanding of the social media conversations happening around their brand. Perhaps more significantly, 31% indicated having little to no understanding. The potential consequences of this were not lost on marketers — nearly 80% said they are concerned that a lack of engagement with consumers, or gaps
