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Consumers Love Social Media Sites and Cable Companies About the Same



Are social media sites like Facebook and MySpace falling into the category of “We put up with their nonsense because there are precious few options”? A recent study conducted by Foresee Results indicates this may very well be the case as social media sites scored the lowest on its American Customer Satisfaction Index as reported by TechCrunch

A new study by ForeSee Results and the American Customer Satisfaction Index finds that U.S. consumers regard social media sites Facebook and Myspace as lowly as they regard cable providers, airlines and the I.R.S.

The Annual E-Business Report for the A.C.S.I. study encompassed thirty online media brands in the categories of: portals and search engines, news and information sites and for the first time in July 2010, social media sites.

Social media companies Facebook, Myspace, Wikipedia and YouTube were included for the first time this year, but achieved the worst “satisfaction” scores within the “e-business” group.

On a 0-100 point scale, Facebook scored just 64 points but Wikipedia scored 77. YouTube scored 73, and MySpace scored 63. By way of comparison, Netflix ranks at 87.

Twitter was not included in this year’s results but could be in the future.

ForeSee Results expects to add Twitter next year but did not include Twitter in 2010 because so many people access the site through third-party applications (like TweetDeck) creating a varied user-experience said ForeSee Results chief executive Larry Freed.

Google took its lumps in the report as well with a decline of seven points year over year. You can get the full report for free (if you consider filling out a form free).

So while it seems interesting that these sites are held in such low esteem it doesn’t seem to stop people from signing up and using the sites as Facebook hit the 500 million mark in users. What caught my eye was the information contained on the following two charts.

As marketers, we talk and act as if the social media world in general is just a constant free flow of product recommendations and glowing reviews. Maybe that’s a ‘not so much’ reality vs. the hype that the industry likes to offer (imagine that!).

So what is your opinion of Facebook and MySpace as it relates to the other services you use in your life? Would you really rate your experience / satisfaction of buying property and casualty insurance higher than that of social media? Maybe it’s because one eventually protects you while the other one does something else that makes it different, I don’t know.

Let’s hear your take.

  • http://www.kevinraffay.com Kevin Raffay

    IMHO, Facebook is a monopoly, so it has little incentive to do anything more than monetize their 500 million users. But what do these half billion users expect for nothing?

  • Cynthia

    I’m having trouble with the chart and the “have your purchased” question. If they asked, have you purchased a product Facebook recommended (as in unsolicted ads to me) then I can see that response. But if my friend posts a link to a product they like, I’ll probably check it out and I might buy it. So is that a “Yes” I’ve purchased products or no?

    Remember when we talked about Starbucks last week and how thousands of people took advantage of their promos? Isn’t that using the service to purchase a product?

    I routinely download coupons offered on Facebook by Del Taco, Kraft and other food brands and I can’t believe I’m alone in that.

  • http://www.thesocialone.com Ed Jones

    I have to agree with Cynthia on this one, all surveys are skewed by how the questions are formulated in order to get the desired results of the one taking, or paying for, the survey. The old saying is still true “Figures never lie, but liars figure”
    I still think and believe social media as a business tool is here and here to stay.

  • http://www.4leggedwear.com Lisa

    Well I agree with you and there are a lot of things about facebook I don’t really like but being able to easily keep in touch with family and friends all over the world definitely out weighs the cons for me..