Are negative reviews on social media expensive

A single tweet, YouTube video, or Facebook post could turn as many as 30 people against a company, a survey of UK consumers published by Convergys has found. One in three people (30%) affected by bad service now shares their experiences “virally” via the Internet, the survey results have shown. As they do so, they impact the behaviour of dozens of their friends.

These “viral experiences” exert considerable influence. Respondents estimated that each post on Twitter, blogs, video sites, or social media reaches an average audience of 45 people. Two thirds (62%) of respondents said they would avoid or stop doing business with companies they heard bad things about. This trend is particularly pronounced among young people; for the under 20s, the figure rises to 70 per cent. It means a single post could drive up to 30 people away from the company concerned.

Frank Sherlock, Senior Vice President International, Convergys, said:

The data highlights two distinct trends. The first is that consumers are increasingly unforgiving, with attrition becoming the new customer feedback. They are denying companies the opportunity to make amends for past errors and know that they can easily switch to a competitor if they aren’t happy. What they often ignore are the steps providers are prepared to take to safeguard customer relationships. For example, many companies have the means to offer discounts, credits, and other benefits to remedy the situation.

The second trend is that it is now much easier for isolated customer service experiences to take on a life of their own. Just a few years ago, people would have needed to go to some length to broadcast their misgivings. Today, they can reach an audience of millions in seconds, using any number of social media tools. This all happens beneath companies’ radars, meaning companies cannot afford to let standards slip and need to offer a genuinely multi-channel service to address any issues, quickly.

Short URL & title:
Are negative reviews on social media expensive — http://www.torbenrick.eu/t/r/rnw

Share it:
If you enjoyed this article, please take 5 seconds to share it on your social network. Thanks!

About the author

Torben Rick Experienced senior executive, both at a strategic and operational level, with strong track record in developing, driving and managing business improvement and development and change management. International experience from management positions in Denmark, Germany and Switzerland View full profile

About the author

	Torben Rick
Experienced senior executive, both at a strategic and operational level, with strong track record in developing, driving and managing business improvement and development and change management. International experience from management positions in Denmark, Germany and Switzerland View full profile