More customers are demanding interactions thru digital channels and as covered before there are powerful socioeconomic benefits (refer to AI 95)
According to the findings of the 2008 Cone Business in Social Media Study, almost 60%of Americans interact with companies on a social media Web site, and one in four interact more than once per week.
The survey finds that 93% of Americans believe a company should have a presence in social media, while 85% believe a company should not only be present, but should also interact with its consumers via social media.
56% of American consumers feel both a stronger connection with, and better served by, companies when they can interact with them in a social media environment.
Mike Hollywood, director of new media for Cone, observes that
"... social media... it isn't an intrusion into their lives, but rather a welcome channel for discussion."
When Americans were asked about specific types of interactions:
• 43% say that companies should use social networks to solve my problems
• 41% want companies to solicit feedback on their products and services
• 37% feel that companies should develop new ways for consumers to interact with their brand
