News Byte: Half of Marketers Can't Deal With Negative Posts
Direct Marketing News
Al Urbanski, Senior Editor
March 07, 2014
Some 45% of marketers don't have a plan in place to deal with negative social media posts. Another 8% have a plan, but it's not working. That's especially troubling considering that 88% of marketers surveyed by Social Media Marketing University plan to employ social media in their efforts this year, according to an analysis of the study released by eMarketer.
Some 20% of respondents told SMMU they rarely or never reacted to negative social buzz. A like number said they responded within an hour and the rest said they replied to nasty posts within a day.
While more than 60% of North American marketing professionals have installed analytical tools to measure insights from social media activity, their top three priorities are campaign tracking, brand analysis, and competitive, according to a Demand Metric study quoted by eMarketer. Only 36% used the tools to do customer care.