Most companies have a customer service department that tracks consumer feedback in a detailed manner. When speaking of phone calls, emails, and snail mail, most companies experience a higher volume of negative feedback than positive. In terms of negative feedback, it may sound logical that social media comments would follow the same trend, but that is not the case.
While negative feedback can certainly go viral, so can positive feedback. According to recent findings by eMarketer, positive feedback accounts for the majority of feedback businesses receive on the most noteworthy social media platforms.
- Twitter reports 55% positive, 20% negative, and 25% other.
- Google+ reports 53% positive, 18% negative, and 29% other.
- Facebook reports 49% positive, 20% negative, and 32% other.
What this means for brands and businesses is that having a strong social media presence is not only key for increasing consumer engagement, but for positive consumer branding. Some believe that it is the quick and easy access to social media that makes it so easy for consumers to share a quick positive comment.
To further support these findings, Wildfire and Advertising Age surveyed US marketers in the summer of 2013 and found that “damage to my brand from negative postings” came in last out of all concerns when speaking in regard to social media marketing.
That being said, less than 50% of brands, businesses, and marketing professionals have a solid plan in place for how to best deal with negative social media feedback when it does occur. And that’s a large area of opportunity waiting to be addressed.