Brands are increasingly finding ways to effectively use social media to manage interactions with their consumers. Marketing Charts has put together a phenomenal article compiling data, primarily related to eCommerce, that highlights consumers reactions to brands reaching out following a negative comment. Social CRM, as I’ve written about before, is developing into one of the most powerful enterprise-level uses of social and digital media for building brand advocacy across a consumer base. See the full article below:
Social Media Creates Brand Advocates
Retailers can use social media to turn consumers who have had a negative experience with their brand into brand advocates, according to [pdf] a new report from RightNow and Harris Interactive. Data from “The Retail Consumer Report” indicates 68% of US consumers who posted a complaint or negative review of a holiday shopping experience during the 2010 holiday season were contacted by the retailer. Read more.