According to Fleishman-Hillard’s 2010 Digital Influence Index (pdf), consumers that user Twitter and other microblogs overwhelmingly want companies to monitor what they are saying about brands and products.
In the US, 72% of users would be delighted if you would only keep an eye out for their feedback, praise, and complaints. Apparently, the UK is a little more cynical about your intentions, but even 52% of Brits encourage your participation.
The key to success?
Consumers don’t just want you to monitor for monitoring’s sake. Neither do they want you spying on them. However, if your company has initiated a social media monitoring strategy, so that you can truly engage with your customers, then the majority of microbloggers welcome you!
What’s your social media monitoring strategy?