Seeing Your Brand With Eyes Wide Shut
It could not have come at a better or worse time – depending on whether you are Google or Facebook. Or it may not matter at all given the continued high levels of adoption of “freemium” social media networking platforms.
The recent survey by ASCI (American Customer Satisfaction Index) conducted by ForeSee Results, yielded numbers worth considering.
For Facebook, it is basically ranked at the bottom of the deck by users when it comes to delivering on customer satisfaction – ergo, the user/customer exprience. Facebook is rated so low that it stands slightly above airlines and cable companies in general. Not surprising given that Facebook is really an Internet utility. Perhaps the only saving grace it that you don’t get a monthly bill.
However, as a brand manager, you might want to ask yourself: “Do I really want to partner with a medium that is seen to deliver, in a measureable way, low customer value?”. Even worse, some social networks may even dimish the value you are trying to deliver via your brand.
Not to worry, it looks like Facebook will be around for a awhile. Consumers or should I say “users” are as addicted to some forms of social media in a classic love/hate relationship. Things might be different however, if they had to actually pay to use this utility.
Pause for a moment.
– Ted Morris, 4ScreensMedia
As part of a continuing series for the ACA – Association of Canadian Advertisers, the following post offers an ‘enterprise view’ of how to organize for social media. For the most part, advertisers are keely aware that any customer-facing activity does not fall exclusively within the domain of a singular function, department or business discipline. Indeed, the cross-enterprise approach is often the only way to provide a consistent delivery of customer value and in turn get feedback on performance. This also avoids one of the most dangerous of obstacles that inhibits business transformation…
4ScreensMedia 