This just in: Facebook gets an “F” in customer satisfaction. Yes, in a survey released this month, the American Customer Satisfaction Index reports that Facebook has scored a surprisingly low 64 points out of a possible 100. “This puts Facebook in the bottom 5 per cent of all measured private-sector companies, and in the same range as airlines and cable companies, two perennially low-scoring industries with terrible customer satisfaction,” reports the ACSI. The site has even lower satisfaction than IRS e-filers. Ouch.
How can this be? How can the most visited site on the Internet also be among the most despised?
The June special issue of Fast Company featured “The 100 Most Creative People in Business”. The section about JP Morgan Chase Foundation’s President, Kimberly Davis, caught my attention instantly because her story helps illustrate some of our own findings here at Media Logic about brand engagement, and similar transparency versus authenticity obstacles that we have encountered with our financial clients and observed in our recent research whitepaper.
The Media Logic Team
06.28.10
A trend our team has witnessed for the past nine months is the growing prevalence of cause-related marketing efforts from financial services institutions. A recent article on Slate.com focuses on American Express’s most recent “dogooder” initiative, the American Express Members Project.
Without question, these efforts are in part attempts by banks and other financial institutions to generate some goodwill after being publicly flayed by consumers, the press, the federal government, state governments and on and on. But it is also related to what Katherine Fulton, president of the Monitor Institute” labels “Moral Hunger,” a nationwide uptick in empathy summed up this way by our own Paige Fleury:
What was a society of consumption, collection and live-for-today is now a more pragmatic, empathetic and forward-looking group whose behaviors from spending and saving to brand choice and outlook add up to a new moral hunger – a desire to do good.
Media Logic is working with Atlantic Medical Imaging (a multi-site radiology/imaging practice based in New Jersey) to establish thought leadership, create engagement and preference among patients (and prospective patients) and referring physicians, and ultimately drive utilization. At the center of the strategic social marketing effort is a blog featuring information on the benefits of low dose radiology, a key differentiator for the practice. We also use Facebook and Twitter to create a fan base, encourage interaction and drive traffic to the blog.
Even though the effort has just recently launched, we have used “best practice” techniques we have learned through our work with highly regulated industries such as banking and insurance to build-in security while optimizing engagement. Here are three key elements we believe are important in using social media for medical practices.
The Media Logic Team
06.07.10
In our regular installment of Conversatiated, two Media Logicians share an ongoing dialogue about marketing issues and challenges in a conversation-centric world. In Part 1 of this installment, Josh argued that modern technology and the social web have undeniably empowered individuals to develop and distribute their ideas and interests faster than ever before… While Fred contended that social media has also enabled individuals the world over to assemble of communities of shared ideas and interests…
In Part 2, watch them discuss what these trends mean those trying to using social media as a marketing tool…
How much is a Facebook fan worth?
There has been a lot of discussion about this topic lately, among brands and marketers alike, that are struggling to quantify the value of social marketing efforts. Here in Albany, a local car dealership has been advertizing a $50 incentive to become their fan on Facebook. Another company has come up with a formula that they consider to be a scientific method of putting a dollar value on a fan, while other marketers rebut this formula as inaccurate.
So, who is right?
