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Study: Mistake to have marketing control social media


New York -- Putting social media functions entirely within control of marketing and communications is a mistake, according to a new study conducted by Tata Consultancy Services, a leading IT services, consulting and business solutions organization, of over 60. Forty-five percent of respondents in North America said marketing controls social media, but most companies aren’t satisfied with this structure.

Focus groups, the preferred method of consumer research, have become an overly sterilized method of gathering consumer opinions, according to the study, “Mastering Digital Feedback: How the best consumer companies use social media.” The report finds that media delivers a purer, truer window into consumer attitudes about products and brands and it is not being used effectively in that manner.

Other key findings of the study include:

  • Only three business functions actively monitor social dialogue: 76% of North American respondents’ marketing functions do so, followed by customer service (60% of respondents) and sales 53%);

  • In North America, only 28% of R&D and 21% of product manufacturing – functions that could greatly benefit from social listening — regularly view consumer social data.

For a related infographic, click here.

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