In a recent Zoomerang survey, called Marketing in a Digital World,  1180 SMB decision makers in U.S. businesses with less than 1,000 employees provided insight into how they use social media tools (particularly Facebook) to interact for business purposes. One of the key takeaways from the survey is that what small businesses value most from social media is customer satisfaction data. Another fact is that  consumers praise more than they complain.

 Some of the key findings

1. Nearly half of the surveyed SMBs utilize social media to market to customers; of those, an overwhelming majority (86%) have Facebook accounts.

2.  The top three things businesses want to know from customers via Facebook are:

  • Customer satisfaction with products/services,
  • Customer satisfaction with service provided, and
  • Ideas for new business promotions.


3. The top three reasons businesses use social networks are connecting with customers, visibility and self-promotion

4. Zoomerang also surveyed 500 consumers. While the conventional wisdom amongst the business population is that consumers will use social media mostly to complain about companies, this study shows the opposite. 31% of the consumers have left positive comments versus 11% that complained.

To see the full study, visit Zoomerang’s Marketing in a Digital World site.


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Adele Berenstein

Adele Berenstein is an Experienced Customer Satisfaction Executive, recently retired from a Large Global IT Organization after a long productive management career including Sales, Marketing, Services, teaching and education center management and most recently, 19 years in customer satisfaction management. She turned around divisions with customer satisfaction problems, implemented measurable improvements and management systems, and implemented programs to prevent problems from ever affecting customers.

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