ARTICLE: Social Interactions Affect Brand Perception

Media Post News
February 19, 2013
by Aaron Baar

Want to improve consumer brand perception? Then you need to do well on both social marketing and social servicing. In other words don’t handle complaints and product marketing as two separate silos in social.

The study found a correlation between a company’s overall social communications and a consumer’s likelihood to purchase and overall perception of the company. Among highly satisfied consumers (those with satisfaction scores of 951 or higher on a 1,000-point scale), 87% said their online interaction with the company “positively impacted” their likelihood of purchase from that company. Meanwhile, 10% of consumers with low satisfaction scores (less than 500) said their experiences with a company’s social communications “negatively impacted” their likelihood of purchase.

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