Brands are hurting their perception with consumers because hardly any of them "are doing equally well on social marketing and social servicing," says Jacqueline Anderson of J.D. Power and Associates, which conducted a study looking at six industries, 100 companies and 23,000 consumers. The study suggests that the problem arises from social marketing and social servicing silos and a disparity between how various age groups use social channels. "It's kind of a failure to understand why consumers are reaching out. Many companies are still organized around servicing on one side and marketing on the other," says Anderson.
Study: Social marketing, service silos hurt brand perceptions
SmartBrief Job Listings for Media
|VP, Client Partner, Digital Marketing||
|Santa Monica, CA|
|Senior Regional Interactive Sales Manager||
|Sales Executive, CafeMom.com and MamásLatinas.com||
|New York, NY|
|Marketing Services Director||
Farm Journal Media
|Director, Revenue Operations - Technical Program Management||
Pandora Media, Inc.