More and more consumers are turning to social media to communicate to brands. According to a recent study by PR firm Fishburn Hedges and research firm Echo, The Social Media Customer, 40 per cent of the public believe that social media improves customer service. The report claims that the number of British consumers who deal with companies through social channels has almost doubled, from 19 per cent in August 2011 to 36 per cent in April 2012.

The percentage of British consumers that believe social media improves customer service

Source: The Social Media Customer, FIshburn Hedges and Echo Research

Of those that use social media to talk to brands, 68 per cent believe it gives them greater customer voice, and 65 per cent say that social media is a better way to communicate with companies than call centres.

Discussing how brands need to join in conversations online, Eva Keogan, head of innovation at Fishburn Hedges, says: “Of course, all brands are being talked about online, but the question they are asking themselves is whether or not they wish to join the conversation. Brand leaders are no longer blindly searching for ever more fans or followers. Instead, they are seeking to win genuine consumer trust and brand advocates. This race is seen as the top priority.”

The percentage of British consumers that have interacted with companies through social media

Source: The Social Media Customer, FIshburn Hedges and Echo Research

In terms of the different approaches that different businesses should take, Keogan says that “there are no hard and fast rules”, adding, “some businesses ensure that customer service conversations are maintained on one channel, wherever possible.”

However, such an approach isn’t for everyone. Keogan explains: “Financial services companies, for example, have to read carefully around security and privacy rules set by the Financial Services Authority when dealing with customers. Sometimes they are forced to move confidential conversations off Twitter or Facebook, onto closed channels like phone or email.”

Keogan offers six tips for using social media to engage with customers and manage corporate reputation:

1. Don’t be paralysed by uncertainty

2. Don’t let social media define you, you must decide how your brand is defined

3. Make more of the emotional insight you have

4. Pick your battles, but enter them fast

5. Address structural barriers in the business, not headcount

6. Fear not the #fail!

Methodology
 

Fishburn Hedges and Echo Research conducted an investigation analysing 2,000 UK consumers’ views of social media and brand engagement. In-depth interviews were also carried out with executives from leading brands. Further data was drawn from social media monitoring.