The social media customer: Social media success for brands that give it a go

Research from Fishburn Hedges on the icnreasing importance of social media for customer care

The social media customer: Social media success for brands that give it a go

Last updated: November 2016

Format: PDF



Research shows that two thirds of consumers think social media is a better way to communicate with companies than call centres, 68% feel it gives them greater customer “voice” and that organisations are using it as a way to win consumer trust and brand advocacy.

The research from Fishburn Hedges is entitled The Social Media Customer and consists of:

  • 2,000 UK consumers' views of social media and brand engagement
  • in-depth interviews with executives from leading brands – a mixture of communications, social media and customer service heads (including Institute chief executive Jo Causon)
  • social media monitoring data

Key findings:

the number of British consumers who dealt with companies through social media rose from 19% in Aug 11 to 36% in Apr 12

  • 40% of the public feel that social media improves customer service
  • 7% fear social media will harm service
  • 68% that have used social media channels to communicate with brands believe it gives them greater customer “voice”
  • 65% believe social media is a better way to communicate with companies than call centres
  • 7% felt they had a worse experience on social media than with call centres
  • experts suggest six ways brands can deal with social media changes