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Social Media Haters Speak Up in Customer Satisfaction Survey
Social Media Haters Speak Up in Customer Satisfaction Survey
By Jennifer LeClaire / NewsFactor Network Like this on Facebook Tweet this Link thison Linkedin Link this on Google Plus
PUBLISHED:
JULY
23
2014
For all the complaining about Facebook and Google -- and all the comment rage you see on Internet news sites -- people are more satisfied with what they are experiencing online than they were a year ago. So says an E-Business report from the American Customer Satisfaction Index (ACSI).

Indeed, customer satisfaction with social media, search engines and online news and opinion Web sites is up. According to the latest figures, these Internet platforms have posted a 2.9 percent rise in user satisfaction, ranking 73.4 on ACSI’s 100-point scale.

“Even with improvements across the board, e-business -- and social media in particular -- doesn’t do well in terms of user satisfaction,” said Claes Fornell, ACSI founder and chairman. “It is rare to see strong growth in an industry with such low customer satisfaction. However, several of the major players seem to have realized that their long-term prospects may be in jeopardy unless they do better.”

Social Media Dissatisfaction

It’s no surprise that social media sites are among the worst performing in the ACSI ratings, but there has been some improvement year-over-year. Rising 4.4 percent to hit 71, social media performs stronger than airlines at 69, subscription TV at 65 and Internet service providers at 63. Still, social media is the fourth lowest scoring category ACSI measures.

More specifically, Facebook and LinkedIn have posted customer satisfaction improvements, though users still rate them the worst in the industry. Drilling into the numbers, Facebook has gained 8 percent to hit 67 but that was before news reports exposed how the social media giant manipulated the news feeds of 500,000 members in a psychological experiment. That number may not be as high if the survey were completed today.

For its part, LinkedIn has also climbed 8 percent to hit 67. That is the site’s highest-ever ranking and puts it on par with Facebook. Twitter satisfaction is on the rise, up 6 percent to 69 in the wake of a design refresh that offers better photo and video integration.

Pinterest, however, takes the top prize in the category. Pinterest is officially the social media site with the highest customer satisfaction rating. The social bookmarking site rose 6 percent in the ACSI rankings to hit 76. Over the last three years, Pinterest has seen steady improvement in user satisfaction scores as it continues to beef up features.

“Advertising continues to be a drag on the social media customer experience, but it is hard to tell if consumers are getting used to the advertising or if these companies have been able to offset disruption with tweaks to the rest of the experience,” said ACSI Director David VanAmburg. “I’m surprised at the movement at the bottom of the industry, but it remains to be seen if these scores can hold as social media continues to monetize its users.” (continued...)

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