One of my pet hates is surveys, you may have noticed this. I especially hate surveys that don’t reveal anything particularly new or interesting. Such as the recent survey by Cone, which revealed that 85% Americans of those surveyed who use social media believe companies should have a presence in social media and interact with customers. Though only about half thought that companies should have proactive content. Only 7% thought that business should no presence at all. On the basis of this Cone is urging businesses to embrace social media.
Now as this survey was undoubtedly carried out over the interwebs, although annoying the research methodology is missing from the fact sheet, it seems to be the equivalent of phoning a thousand people and asking them if they would like to be able to contact businesses by the phone. If you use or favour a particular way of communicating with the wider world, then you are most likely to favour that method to communicate with businesses too. It’s a convenience thing.
I know that some do like to keep social media purely social, but a lot of us don’t. A lot of the early adopters and some of the laggards use social media to create, build and maintain their own network of useful business contacts. It would be a bit churlish to deny bigger brands the same opportunity to connect. Personally I’d be delighted if I could speak to Vodafone via Twitter, as it might have saved me at least an hour this week spent on emails and calls that so far haven’t resolved my issue.
Then again I’d also be delighted if the initial phone call had done the trick too.
Social media is great*, it allows big businesses to get back the small company personal touch but it’s not mainsteam and itn’s not the only way to reach customers, it’salso not the only way customers want to be reached. Which is something we should remind ourselves of every now and again.
*I know I have to say this but I also believe it