Every year a new American Customer Satisfaction Index (ACSI) business report provides data about how customers feel about the web and e-business companies they interact with. Facebook ranked among the worst performers in customer satisfaction with a score of only 66, though it rose two points from its 2010 score.
The average score is 70, and 80 is considered an excellent score. Facebook is in the bottom 6%, scoring above only 14 of the 226 companies measured. Conversely, the highest rated social media properties were Wikipedia and YouTube.
Facebook has faced considerable criticism and bad press for failure to communicate openly about its privacy policies, particularly when introducing new features that may share customer information with third parties. That not-so-private information fuels Facebook’s targeted ads and other systems that businesses use, so make sure you know what you’re getting in to when you sign up for one of Facebook’s programs or use its platform. This report reflects those problems.
Despite those problems, Facebook has about 750 million members worldwide; they may not like everything Facebook does, not so far they’re not going anywhere. You can reach these people most effectively by being respectful of their privacy and time. It might be tempting to push out hourly updates about your sales and offers through your Facebook Page, but when you want people to engage with you on social media, quality is more important than quantity.
Be open with your customers on Facebook about your relationship with them and about how you’re using Facebook’s data about them. It’s good customer service, and good customer service is almost always good business.
[Via: Search Engin Land, Image credit: ]
Samuel Axon: Samuel is the Editorial Director supervising Sprout Social's editorial and web content projects. He has years of experience in blogging and social media, having previously worked as an editor at social media and technology news sites Mashable and Engadget. He also helped build the white label web content management system Crowd Fusion from the ground up.