Report: Ignore Customers on Social at Your Own Peril

Customers are adopting a "social-first" customer-service mentality. Unfortunately, brands are slow to respond, if at all.

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Social media is a two-way conversation between consumers and businesses, but it remains a poor way to get customer service. The communication breakdown isn’t because brands are absent; most are on multiple networks. However, brands tend to see social as a marketing medium rather than a customer-service channel.

A report from social customer-relationship-management provider Sprout Social examines just how much businesses are losing by not engaging with customers.

The report notes:

While brands view Facebook, Twitter and Instagram as broadcast outlets for pumping out  promotional content, consumers recognize these social channels for what they truly are: powerful  portals for two-way dialog.

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A total of 90 percent of the 1,000 consumers surveyed have used social sites to communicate with a brand in some way.

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