Data interpretation

Most companies have a social media strategy. Effectiveness varies considerably, but few question that it is a communication and feedback channel that can be ignored. However, this article claims that it’s not actually such a major channel for feedback or word-of-mouth sharing of positive and negative customer experiences. It didn’t take long for me to realize that their conclusion didn’t jibe with the data. I posted the following comment; we’ll see if they choose to publish it …

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Interesting data, but I disagree with your conclusion that “Few Consumers Share Experiences via Social Media”. When framed in the positive, social media is a huge forum for sharing experiences:

  • 2/3 share their positive customer experiences
  • 3/4 share their negative customer experiences
  • On Facebook, 1/5 have shared their customer experiences

Meanwhile,

  • 1/3 send feedback directly to companies
  • 1/5 send positive feedback directly to companies

These are incredible statistics. People are sharing their experiences like crazy via social media – and directly with companies (that’s even more amazing, in my opinion & experience).

Companies should be clamoring to collect, analyze, and act on this treasure trove of customer feedback. Those who successfully accomplish do so stand to be richly rewarded.

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Yet another example of how data can be interpreted any which way. Did you catch something I overlooked?

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