Study: 51 Percent Of Consumers Said They Have Called Out a Company On Social Media

Social media is no longer just a place for entertainment, it is quickly becoming one of the ways to advertise a business. People like to voice their opinions through social media, which means that’s where they come when they want to find out about business and that’s the exact place where they come to share views about their favorite shows, political views or just an interesting event. So, when it comes to marketing, the content used by businesses for marketing is rich, they keep in mind both positive and negative sides. The idea is to provide an open platform however people can share both positive and negative point of views about the same product.

Most of the brands have seen extreme backlash through social media because it is open, free and cater masses. In most cases, customers feel that calling out a brand on public platforms has earned them a better and quick response as compared to the time when they use official complaint services. To know more about this, a recent study was conducted by WhoIsHostingThis, where a sample of 1,000 individuals was evaluated to know how effective it is to use online platforms for voicing complaints.

According to the study, most individuals like to use Facebook (61 percent), Twitter (30 percent) and Reddit (11 percent) when they want to complain about something. The aim is to get a quick response and since Twitter has everything in public, getting a quick and positive response is easier whereas on Reddit people like to have lengthy discussions about their experience with the company or product. When compared to Facebook, the study explained that Twitter users are more likely to receive quick responses to complaints or same-day responses from the companies. The most shocking discovery was that 2 out of 5 users who used social media to voice their complaints were eventually banned or blocked by the companies on these platforms.

Apart from this, the study also provided a detailed insight into social media marketers' perception and how they analyze their competitors in the market. The study explained that 51% of the users have claimed that they have written a review about a company on their online platform. Out of these, men (53%) are more likely to call out a brand than women (50%). When generations were compared, it was concluded that millennials (53%) were more likely to use social media as a platform for calling out brands as compared to baby boomers (44%) and generation x (52%). While comparing the social media networks, the study explained that Facebook (61%) was used as the main medium to interact and call out a brand as compared to other social media networking sites including twitter (30%), Reddit (11%), YouTube (4%), Instagram (11%) or Snapchat (5%).

The study also explored what kind of businesses suffer most when the users review them positively or negatively on these platforms, results concluded that restaurants were reviewed the most. Apart from restaurants (30%), retail stores (10%), internet service providers (9%), airlines (5%) and automobiles related businesses (7%) were also reviews by the users. Most of the users have admitted that they review a business inline if they had a bad experience with the company, experienced poor customer service, found products expensive, observed poor treatment with employees or found the company dishonest. Around 53% of the users who have called out a business on social media sites have reported that they later saw a significant change in the behavior of the company after getting a bad or negative review.

WIHT recently explored trends in customer callouts by surveying over 1,000 individuals who voiced their own complaints via online platforms. Here’s what they discovered: People most often turn to Facebook when complaining about companies, followed by Twitter and Reddit. Compared to Facebook, Twitter users have a higher likelihood of receiving same-day responses from a customer service representative or business owner. 2 in 5 respondents who vented negatively about a brand online were eventually blocked by the company on social media.
As online complaints increase in popularity, marketers will want to know the underlying causes and expectations of consumers, when choosing to confront a business on social media.
Read next: Not Just Kids, 70% of the Parents Also Do Not Regulate Their Online Activities: Kaspersky Study
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