CorpComms Magazine

Almost half of British managers are active on social media but many do not believe customer comments made on social media sites are a priority, according to a recent survey commissioned by a call centre technology firm Interactive Intelligence

The poll that was conducted by YouGov found that up to 56 per cent of companies asked already have a significant presence on social media sites, which include Facebook, Twitter and LinkedIn. And 70 per cent of those companies have a scheme in place to manage and respond to comments posted to the sites.

Yet just one out of ten businesses believe that social media is a high priority, in terms of interaction with customers via the channels.

Another recent YouGov survey revealed that more than two fifths of consumers who are active social networkers are influenced by both positive and negative comments that they read about a brand on these sites.

Dave Paulding, regional sales director at Interactive Intelligence, said: 'The companies surveyed recognise the importance of having a presence on social networking sites, yet the question remains: are they using it to its full advantage?'

Paulding continued: 'Customers say they are influenced by comments made on social media channels, yet only six per cent of the managers surveyed felt comments posted on social media sites were 'very influential' to the perception of their company or brand.'

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