Customers Want Social Media Interaction From Businesses

A new study on businesses and social media was recently released by Cone Inc, a consultancy. You can download the full 2008 Business in Social Media Study fact sheet, but it requires you to leave your name and email address.

The study describes social media as "technology facilitated dialogue among individuals or groups, such as blogs/microblogs, forums, wikis, content sharing, social networking, social bookmarking and social gaming."

That definition means that the study includes all types of websites that have some kind of user interaction. (Here's an overview of the various types of social media websites.)

These social media users want companies to interact with them, not just blast their marketing messages. 92% of respondents said companies should have some presence on social media sites -- 51% said companies should interact with consumers as needed or by request, 34% said companies should be actively involved, and 8% said those companies should have a presence but not interact with consumers.

When the respondents were asked how they felt about companies that are active in social media -- 56% feel a "stronger connection" and 57% felt they were "better served".

I can't sum it up better than one of the commenters on the ReadWriteWeb post:

I think the principle behind this is simple... Meet people right where they're at.

Final note -- take these numbers with a grain of salt.

1. The survey asked social media users what they thought. This group of users are already using social media and are familiar with that space. Not all of your customers will even know what social media is.

2. The research was commissioned by Cone Inc, a business consultancy. It's not surprising that the survey results help justify their business.

via ReadWriteWeb