Mastering Digital Feedback: How the Best Consumer Companies Use Social Media


Published by TCS (Global Study Trend, 2013) this report captures insights, practices, and trends for usage of social media amongst consumer companies.




Some interesting findings:

#1: This one is going to make marketers really happy: 38% of those surveyed, reported positive ROI for social media, 44% said "didn't know", only 18% reported negative ROI sentiment.


#2: The industries that are successfully using social media are media, retail, high-tech, telco & travel, no surprises here though.

#3: Only 3 business functions actively monitor social dialogue: marketing, sales and customer service. Those that should, but are not, are R&D & product management.

The complete report can be downloaded here.

Though companies do factor in social media spend, its time that it now becomes an integral part of integrated marketing communications, a part of the overall marketing mix. When we do start viewing social media as strategic consumer communication rather than ancillary marketing activity, then will we successfully make the transition to truly consumer brands, be it consumer or enterprise products.



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