Though social media engagement has been listed as a high priority for many companies in 2012, many brands still aren’t listening to or engaging with the growing number of consumers who are using social media to make purchase decisions, share brand experiences and request customer service and support, notes the 2012 A.T. Kearney Social Media Study which reported on the social practices of Interbrand’s Top 50 Global Brands of 2011.
Jim Singer, study sponsor and a partner in A.T. Kearney’s Consumer and Retail Industries practice, notes, “Getting consumers to put themselves on the line invests them in a brand – whether they ‘like’ it or hate it, they are committing to an opinion. And that’s what companies need to sit up and take notice of, though it seems that all too often, they don’t.
“Company interaction with consumers is clearly in demand, and consumers will be stating this demand more and more insistently. Companies who can listen and respond people-to-people seem poised to come out ahead,” concludes Singer.
The infographic below shows some key findings from the report. With brands now using Facebook’s Timeline layout, it will become increasingly more difficult for organizations to shy away from the social conversations consumers want to have with the brands they follow.