When it comes to using social media like Facebook or Twitter (News - Alert), big corporations are shying away from them for several reasons. New data from customer service company Genesys reveals that Fortune 500 companies are not using social networks to reach out to their customers. The Genesys (News - Alert) study indicates that more than half of these companies do not provide Twitter information or a Facebook link on their websites.
In fact, based on the Genesys study, about 27 percent of these companies do not provide any links to their Twitter or Facebook (News - Alert) profiles on their websites. A recent Forbes article explores the study and analyzes its findings.
“This is a classic example of where consumer behavior is changing much faster than companies are adapting,” said Tom Eggemeier, head of sales, Genesys, told Forbes. “Companies are still seeing social media through the lens of marketing, not as part of an overall brand execution strategy.”
In essence, according to Genesys, large companies are seeing social media as merely a means of marketing. And Eggemeier thinks that is a mistake.
In other words, Eggemeier said, companies are not fully understanding the value of social media. It is more than a marketing vehicle. “They aren’t realizing that there needs to be a brand execution discussion,” Eggemeier said.
The study shows that only about 20 percent of the actionable tweets and Facebook posts a company gets relate to marketing. The rest are about service. Sales and marketing is the promise, but service is the delivery.
Based on research, the Genesys study recommends that companies must start integrating the service and marketing aspects of social media. The Genesys study shows that 90 percent of the companies researched did not provide an e-mail address in their contact pages. Instead, about 83 percent of them had a contact form – something they note consumers see as a “black hole” and tend to avoid using.
Eggemeier said, “But we think that some big companies are hesitant to provide email addresses because they are concerned about scam or scraping.”
Nevertheless, the study indicates that some companies are making some progress on this front, but overall the impact is minimal.
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Edited by Rachel Ramsey