J.D. Power’s first cross-brand 2013 Social Media Benchmark Study measures consumer experiences in engaging with companies through social media.
Find out what nearly 25,000 consumers had to say.
The study, which is based on an online survey of 23,274 respondents from general population online panels in the United States, examines how consumers use social media to connect with companies in six major industries for two distinct purposes: social marketing and social servicing interactions.
A few interesting findings from this year’s study analysis of respondents’ evaluations are highlighted:
• The auto industry is different from the other five industries evaluated because consumers engage and have social media relationships with the automaker or OEM, the product, and with the dealer.
• Nearly one-fourth (23%) of respondents indicated that they use an automaker’s Facebook page to get information about the company.
• In addition, 14% turn to a dealer’s social media pages as a resource.
• The automakers included in our first Social Media Benchmark Study perform above average in evaluation and measurement of both the marketing and service components, compared to other industries.
• Consumer ratings and reviews on a brand’s website, or on a third-party website, are used as an information resource more than in any other industry.
• Nearly one-half (50%) of respondents said information they receive on their primary site—most often a third-party rating and review site—is a major influencer in their ultimate purchase decision.