Is it possible to track social activity of consumers as an invasion?

Consumers are fully aware that everything that takes place in social networks is public, and as such they assume. But this does not imply that brands must show knowledge of the personal environment of their customers, but that they should act with caution and be cautious about the use of this private information.

According to the study by JD Power & Associates for Netbase, 72% of users between 45 and 54 are the most aware of the active listening done by companies in Social Media. A fact that does not escape any age group, although young people give less importance, 3 out of 5 also acknowledged taking this fact into account.

Respondents also indicated that they want brands to pay attention to social conversation, as it is the most effective way for them to know their interests, to know what they expect from them and to respond to their requests. This is a widespread opinion; Which has the support of more than half of the users who participated in the study, in all age groups; With the exception of those over 55, more suspicious of their privacy, where 60% were not in favor of this practice.

However, tracking social activity of consumers can also be considered as an invasion of their privacy, so brands should be discreet and make good use of the advantages offered by social networks; So that their actions can not disturb their users, or be invasive:

  • 2 out of 3 users consider that the company should only respond when spoken to; That is, comments made directly, either through the Facebook wall, direct comments on Twitter or comments on your corporate blog.
  • For 6 out of 10 respondents, companies should respond to the complaints and claims they express through Social Media.
  • Half the respondents defend their right to speak about brands, without being heard by them. Therefore, companies should not intervene when they detect comments about your product or service. Here it is decisive that the company is able to detect in time any risk of attack to the mark, and to have prepared an action plan; As well as other alternative ways to defend themselves, without having to act directly. Once again, the need to have a good online reputation, and loyal brand advocates, that can act in your favor in these cases is evident.
  • 4 out of 10 users consider brands to invade their privacy; For that reason they must be especially careful when reacting to a negative comment.

Do you practice active listening in social networks? How do you act on the mentions of your brand? And if you do not expressly request your intervention?

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