Associations Adjust Strategy Amid Social Media Shift
Emphasize engagement, not products
Having a harder time these days connecting with your members on social media? It might be that they’re feeling frustrated by it and tuning it out more.
According to a report released last week by the American Customer Satisfaction Index, U.S. consumers are feeling less enchanted by many of the most popular social media tools. Among the findings:
- Overall satisfaction with social media fell 1.4 percent in the past year, to 72 on ACSI’s 100-point scale.
- Satisfaction with Google Plus, Facebook, Twitter and Instagram all trended downward, with Twitter dropping 4 percent. LinkedIn and Pinterest, however, showed slight growth.
- Customers’ biggest reservation about social media is the amount of advertising that fills the sites, followed by privacy concerns, such as the Cambridge Analytica scandal that’s haunted Facebook for much of 2018.
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