Recent consumer and business marketing surveys have provided some serious stats that show customer-centric organizations may want to consider putting down their marketing megaphones and putting their ear to the door if they want to better capitalize on social media.

Customers say they enjoy hearing from brands online, but find social media’s “loud talkers” to be overwhelming. That’s a key message from the 2012 “What We Like and Dislike” report from PR firm C&M and online survey company TolunaQuick. The recent study surveyed 3,000 consumers from around the world, with more than 50% of respondents saying they feel overwhelmed by brand messages on social media.

Key statistics show that while 50% of respondents use social and online sources to get brand news and updates and 60% are happy to share brand interactions with friends, 75% say that one or two Facebook messages per day is too much to receive from a brand.

Brands should be a social enabler and not seek to dominate the news stream, notes the report. In addition, brands should use a natural conversational voice online rather than a promotional one.

It Pays to Listen…

Companies that actively focus on social listening are beginning to see tangible results in improved brand sentiment and increased purchases. A 2011 Forrester Consulting study commissioned by Dell surveyed 200 medium and large U.S. based marketers across industries including utilities and banking services; media, entertainment and leisure, and high technology. Respondents are utilizing social listening in 8 key ways:

• 64% are incorporating social customer feedback into their product and service development
• 76% distribute social customer feedback internally to improve customer service
• 31% are enhancing sales by offering incentive programs for customers who engage with their brand online.

In addition, these companies are using social monitoring and digital engagement initiatives to:

• positively influence customer perceptions in the marketplace
• build long-term relationships with customers and business partners through more meaningful social conversations
• more quickly respond to customer feedback and support requests
• resolve negative chatter in the marketplace before it has an opportunity to grow
• reduce marketing costs for products and services by creating a social “buzz” and turning loyal social customers into online brand advocates.

“Customer-centric approaches will become even more imperative as customers seek efficient engagements that drive tangible business outcomes from the companies they do business with,” notes the report.

“The good news is that many companies across various industries are headed in the right direction with their existing listening and digital engagement initiatives. Those who focus, improve, and extend their efforts on these initiatives will ultimately get ahead of the competition. “

As customer service and engagement on social media becomes increasingly common, it pays to listen.

More Customer Care Content You May Be Interested In…

• 3 Keys to Cultivating Customer Engagement with Facebook’s Timeline
• Customer Success Story: Threadless.com Extends Support to 200,000 Facebook Fans
• White Paper: Organizing Your Business to Deliver Effective Social Media Engagement
• Fact Sheet: Parature for Facebook
• 8 Steps to Get the Ball Rolling on a Customer Service Strategy for Social Media
• Profile of the Social Customer [INFOGRAPHIC]