American businesses are finding that social media can be an effective tool to engage their customers, and when utilized effectively, the practice can lead to higher customer satisfaction, according to a recent study from Dell.
In Dell's survey of 200 medium and large U.S.-based marketers conducted for Forrester Consulting, the study found that 20 percent of respondents are now using social media as a core element of their marketing strategies. Meanwhile, an additional 50 percent said their social media efforts are serious.
One of the key advantages of a social media marketing campaign is its capacity to improve customer engagement, according to the report. Companies that rely on social media are more inclined to participate in meaningful dialog with consumers, enabling them to respond to feedback and better understand needs of their customers.
“Listening and responding to customers is so basic and fundamental. The emergence of social media elevates how companies can act on the feedback they get from customers,” said Dell chief marketing officer and senior vice president Karen Quintos in a press release.
In addition to customer feedback, social media can also create new sales and promotion opportunities for businesses. As Brafton has reported, a new study from Compete found that 20 percent of consumers say businesses' Facebook pages are influential when making purchasing decisions.
