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Posted: Wed, April 30, 2008
Consumers share experiences through social mediaSmall businesses should be aware that with social media usage expanding, consumers are beginning to use these channels to share their customer service experiences and subsequently, influence each other's purchasing decisions, according to a new study.The Society for New Communications Research (SNCR) found that Dell and Amazon are cited most often as examples of companies making use of social media in the field of customer care. A survey of internet consumers revealed that 59.1 per cent use social media to "vent" about negative customer care experiences, while 72.2 per cent research other customers' experiences before purchasing products from a company. Nearly three quarters (74 per cent) even went so far as to say that they choose companies and brands based on the customer care experiences of other users that they have shared online. "This study indicates that there is a growing group of highly desirable consumers using social media to research companies… a very powerful group in terms of buying behaviour," said Dr Ganim Nora Barnes, senior fellow at the SNCR. "These most savvy and sought-after consumers will not support companies with poor customer care reputations, and they will talk about all of this openly with others via multiple online vehicles. This research should serve as a wake-up call to companies: listen, respond, and improve." 
© Adfero Ltd
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