As reported by Marketing Charts, a recent survey regarding the use of social media by brands suggests that consumers are okay with brands using social media, but like it best for showcasing new products and services. Another social media survey indicated a majority of consumers think customer service is the best use for social media by brands.
Interacting directly with consumers is an attribute of social media that offers a distinct advantage for brands. Research indicates that about 40 percent of consumers in nine countries say they are unlikely to have an emotional attachment to a brand unless they interact and communicate with it via social media.
Interestingly, consumers also believe brands have a responsibility to be sure the information they post on social media is credible and trustworthy. Over two-thirds of one survey's respondents feel that brands should "pressure social platforms" to do more about false information.
In addition, consumers want brands to be more transparent. "Transparency" was associated with such attributes as openness, clarity, and honesty. Only 15 percent of survey respondents thought brands are "very transparent" on social media.
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