As social media continues to grow – and more and more marketers are using social technologies for marketing. But this doesn’t make both the consumers or social media buyers to put their strong faith in social media sites.
As the above chart show, social media sites, notably, Facebook and MySpace both score low when even compare to the less popular, but steady Wikipedia.
In fact, the chart is a result of study jointly conducted by Foresee Results and the ACSI (American Customer Satisfaction Index) in order to find out how consumers in the U.S. feel about various social media sites. Moreover, it is for the first time ACSI has included social media sites so as to measure its respondents what are their satisfactions toward various of the social media sites.
No doubt, the data shows that customer satisfaction with social media sites is poor, with an aggregate 70 on the ACSI’s 100-point scale. Fortunately though, the score of social media industry surpassing the notoriously low-scoring airline and cable/satellite television industries, see the picture below.
(Credit: ACSI)
While the expectations and media coverage on social networks are high, Facebook and MySpace are the two lowest-scoring sites out of all 30 online companies measured by ACSI. In particular, when asked what survey respondents like least about Facebook, the most common complaints involved the ever changing privacy policy, annoying ads, app notifications and interface changes. All these issues happened to be not the new issue for Facebook.
On a side note, Twitter was excluded from this study due to the amount of users that access it via third party apps other than the main Twitter.com Web site. Thus, this is making it difficult to collect the accurate results in this study.
