Social Meets Service

Companies will have to play catch up with their customers, reach out to "valuable brand advocates" and truly capitalize on all the functions and opportunities that social media offers, according to Justin Hunt, founder of ItsOpen. His comments come in response to his company's recent study on how consumers use social media to connect with companies for customer service.

"The days of holding for ages to talk to a call center adviser who can't make a decision are about to be left behind," said Hunt. He noted that the consumers expect brands to interact and collaborate with them online, adding that this seems to be the year customers will get social.

However, report author Dr. Andrew Currah also warned that businesses will have to take some steps before they start interacting with the "social customer" - including changing the corporate culture so that everyone from the entry-level employee to the CEO is fully involved in the program.

Integrated marketing and customer service through the networks will enable a social company to ensure its customers are getting the highest quality service and are also being offered "compelling products" that are in line with client-provided feedback and insight, Currah said.

"Simply leaving social media to the PR or marketing department will never allow a company to engage in online customer conversations, react to issues and eventually turn customer relations channels into revenue earners in the way that the pioneer social companies already do," he added.

The social customer is also creating a sense of urgency for brands to catch up to consumers. Already, many people are taking to the social networks to share positive and negative comments about brands and shopping experiences with their friends, family and followers. A September 2011 study from Maritz Research and evolve 24 found that out of responding frequent tweeters, almost half wanted companies to respond to their Twitter postings, yet only one-third said they had heard back from a business after tweeting a complaint.