Lithium’s Annual State of Social Engagement Study Reveals 98 Percent of Brands Failing Their Customers on Social
Majority of Brands Talking at Their Audience, Missing the True Value of Social
SAN FRANCISCO – May 11, 2017 – Lithium Technologies today released the State of Social Engagement 2017, its annual study that examines whether brands are using social to engage effectively with consumers. Among the key findings, 98 percent of brands are stuck in broadcast mode, relying largely on push tactics rather than proactively listening and responding to their customers across social channels. And a mere one percent of brands build relationships with advocates and influencers, shocking given that this is a resource brands can turn to in the event of a social media crisis. [click to Tweet]
Combining hard data with human analysis, the State of Social looks at eight industries and 70 of the world’s top brands to determine how strategic and effective brands are across their social channels and communities.
Since last year’s report, brands showed improvements including better storytelling, more cohesion across channels, and more engagement with follower content. But despite these specific tactical improvements, engagement overall is down year over year for most brands due to lack of strategic focus, increased noise from competitors, and the proliferation of new channels which can strain internal resources.
“In the event of a crisis consumers inevitably turn to social media to voice their opinion, which can cause bad situations to worsen for brands who aren’t prepared,” said Rob Tarkoff, Lithium president and CEO. “It’s no longer a question of whether social has real-world impact on businesses. It does, and getting the strategy right will have a direct impact on stock price, sales, and long-term success of the business.”
findings are as follows:
Areas of improvement:
In addition to analyzing individual brands, the study also ranked the performance of the eight industries studied and a few brands rose above the fold. Overall, retail and consumer products scored the highest as a vertical with powerful community engagement via how-to’s and corporate social responsibility (CSR) initiatives. Full industry rankings are as follows:
3. Consumer products
7. Travel & hospitality
8. Financial services
The report rated select Fortune 1000 brands across branded online communities as well as five of the most popular social channels used by consumer brands to engage with customers: Facebook, Twitter, YouTube, Instagram and Pinterest.
Lithium delivers awesome digital customer experiences at scale for the world’s biggest brands including Airbnb, AT&T, Sephora and Spotify.
Comprising Social Media Management and Communities, the Lithium engagement platform enables brands to manage multiple digital touchpoints, facilitate millions of conversations, and drive smarter decisions through data – connecting customers, content and conversations at the right digital moment.
Lithium has a massive digital footprint with approximately 480 million new digital interactions analyzed daily, 100 million monthly visitors across its Online Communities, and 850 million online profiles scored through Klout.
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