Business, Featured - Written Friday, March 19, 2010 by Naumi Haque - 3 Comments

Addressing the social media ‘support gap’

The a growing sense that amount of serious attention—and dollars—companies commit to social media is grossly inadequate when compared to the amount of time customer, prospects, and influencers spend using social media. This deficiency in social media spending is a topic most often broached by marketers. For example, Ogilvy articulates the problem by highlighting what it calls the “Marketing Confidence Gap” (see the chart after the break). The graphic reflects the fact that marketing spend on social media channels lags far behind customer attention to social media.

But a much bigger gap exists, often unnoticed by companies: The amount of money contact centers and support organizations spend on social media is nominal compared to the percentage of customers’ queries that hit these emerging channels. This is the “support gap.”

Continue…