With 70% of consumers in a survey looking for information and communications on social networks, companies failing to get onboard with them are putting themselves at risk , according to Yankee Group, an industry analyst firm that worked on the survey with Siemens Enterprise Communications, a business software company.
The report, which surveyed 750 Americans in March and April this year, also noted that consumer satisfaction with their business interactions on social networks came in at 65%.
"Social media is changing the way businesses, customers and employees interact, and this creates significant opportunities for contact centers and the enterprise as a whole to leverage the integration of these tools into business processes," said Zeus Kerravala, a senior vice president at Yankee Group, in a statement. "As integration of social media improves within the contact center and with unified communications and collaboration, businesses can improve customer interactions and positively impact employee productivity and collaboration."
The study notes that businesses may not be using social networking sites, such as Facebook and Twitter, or adopting enterprise 2.0 tools fast enough to satisfy many of their customers.
Yankee and Siemens Enterprise reported that nearly 60% of those surveyed said company outreach through social media would make them more loyal to that company. Most of those surveyed said they want companies to monitor social networks for customer comments and complaints.
The study also noted that 50% of those surveyed use social media once a day at a minimum.
Earlier this year, Andrew McAfee, a principal research scientist at the Center for Digital Business in the MIT Sloan School of Management, told Computerworld that many companies have slowly started to use enterprise 2.0 tools , and that it's only the beginning of changes that will come in the way people work and the way companies do business.