Social Feedback – Cutting Through the Noise
Social Media has redefined the opportunity for customer insight.
Almost 50% of all online consumers are regular social media users.
The scale is staggering with Facebook alone having over 800 Million
Consumers are increasingly using Social Media to give their
opinions on products and services, unfortunately companies are not
engaging with these consumers with 95% of posts on Facebook brand
pages going unanswered. Comments range from customers commenting on
good experiences to people venting their frustrations on bad
The two main
challenges of managing social media feedback
Where to look?
There are a large number of social media outlets available today
from the best known such as Facebook and Twitter to lesser known
sites such as Quora.com (an online questions and answer service)
and Ning.com (a custom social network platform).
In order to gain the most valuable feedback companies need to
ensure they are monitoring the feedback from the sites and
conversations which are relevant to their industry and
Who to prioritise and how?
Social Media Data is defined by its scale. For example: 140
million Tweets are sent every single day. Most of this data while
interesting is not always useful, as a result it is essential that
there is a mechanism to prioritise the social media data to
identify the feedback which is most pressing and
Text Analytics can allow companies to identify customer
sentiments, potential risks, and overall trends by analysing raw
data outputted from social media sites. Combine this with Sentiment
analysis and companies can prioritise the feedback they wish to
action. The key for companies is to define their criteria for
responding to feedback, whether they want to focus on trends, known
issues or respond to consumers individually.