Survey Reveals Social Media Listening and Engaging Pays Off
A recently completed survey by Forrester on behalf of Dell revealed that companies that implement listening and digital engagement initiatives see positive business returns in customer satisfaction scores, loyalty and brand metrics.
Titled “Listening and Engaging in the Digital Marketing Age" the study focused on the state of social media in US businesses. The audience was comprised of 200 medium and large US-based marketers across three key industries, including high tech, media/entertainment, and utility and banking services.
Here some of the key findings along with the obligatory charts/graphs:
- More than 3/4 of the companies surveyed monitor online conversations and respond to customer feedback through social media
- Yet only 20 percent of the survey respondents place social media at the core of their marketing plan
- 73% of those responding said they were planning to add employees focused on listening and engagement initiatives in the coming year
- Popular social media networks have surpassed traditional tactics
- Marketers have begun to fully embrace social networks as a listening and engagement tactic
- Companies have become serious about their social media efforts.
- 97% of respondents indicated that they have adopted social media tactics and...
- 50% claim that although not a core function, they are serious about their social media efforts
You can see the full results, including full sized images and the press release announcing the findings of the survey on the Dell website dellsociallistening.com.
Named one of the Top 100 Influencers In Social Media (#41) by Social Technology Review and a Top 50 Social Media Blogger by Kred, Steve Olenski is a senior creative content strategist at Responsys, a leading global provider of on-demand email and cross-channel marketing solutions, and a member of the Editorial Board for the Journal of Digital & Social Media Marketing. He can be reached via
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