NetBase Survey Reveals Consumers Don't Want Brands Listening to Social Media Conversations Unless Spoken to

NetBase Survey Reveals Consumers Don't Want Brands Listening to Social Media 
Conversations Unless Spoken to 
MOUNTAIN VIEW, CA -- (Marketwire) -- 02/13/13 --  NetBase, the Social
Intelligence Company, has released a new survey revealing the
conflicting consumer awareness and attitudes about social media
listening. The survey of 1,062 U.S. adult consumers, ages 18-55+,
conducted by the J.D. Power Panel, found that while 51 percent of
consumers want to talk about companies without being listened to, 58
percent want companies to respond to their complaints shared on
social media. The findings are included in an e-book titled, "Social
Listening vs. Digital Privacy, a Consumer Study: Your Practical Guide
for How to Engage Consumers Based on Their Attitude Toward Privacy." 
According to Altimeter Group, 42 percent of companies have social
media listening as a top three priority in 2013, but digital
marketers must also consider the consumer perception toward this
business strategy. Specifically, the NetBase survey found:  


 
--  32 percent of consumers of all ages and 38 percent of Millennials
    (18-24-year-olds) have no idea companies are listening to what they
    say in social media.
    
    
--  43 percent of consumers think listening online intrudes on privacy,
    even though this is "social" media. Boomers put up the biggest fight
    (36 percent said they don't want brands listening to what they say
    about brands online), while only 17 percent of Millennials said the
    same).
    
    
--  At least 20 percent of each age group (and 25 percent of
    18-24-year-olds) don't yet know how they feel about brands listening.
    
    
--  Nevertheless, 48 percent say companies should listen to improve
    products and nearly 58 percent want companies to respond to
    complaints.

  
"It's really important that marketers consider these findings when
developing social media strategies," said Lisa Joy Rosner, CMO of
NetBase. "The companies that take the time to understand what
customers are saying, and engage in a way that considers context and
builds relationships, are the ones that will benefit from social
listening and engagement." 
To learn more about the survey findings, download the e-book here or
view the corresponding inf
ographic and slides. Digital marketers,
brand and community managers are also invited to register here for a
webinar on February 20, 2013 with NetBase and Jaqueline Anderson of
J.D. Power and Associates where they will discuss the findings of the
study. 
About NetBase 
 NetBase delivers the social intelligence that global
enterprises use to monitor, understand, and engage with customers in
real time. Using a high-precision natural language processing (NLP)
engine combined with text analytics and machine learning, our
platform processes billions of social media posts to extract
structured insights delivered via customizable dashboards. Our
solutions enable digital marketing, public relations, market
research, customer service, sales, and product innovation leaders to
craft winning strategies faster. Clients include Coca-Cola, Kraft,
Taco Bell, ESPN, and J. D. Power & Associates. NetBase powers the
weekly Sentiment Tracker in the Wall Street Journal and our solutions
are sold globally by SAP AG. For more information, visit
www.netbase.com, @NetBase, on Facebook page, LinkedIn, or YouTube. 
Image Available: http://www2.marketwire.com/mw/frame_mw?attachid=2227642 
Lisa Joy Rosner
NetBase
650.810.2128
lrosner@netbase.com 
Suzanne Chan
Eastwick Communications
415.820.4165
netbase@eastwick.com