How Social Media is Creating Brand Advocates

There are some interesting new findings about retail customers, brands and social media. This all stems from a new report from RightNow and Harris Interactive.
Retailers can use social media to turn negative customer experiences into brand advocacy. The research showed that 68% of US consumers who posted a complaint or negative review of a holiday shopping experience during the 2010 holiday season were contacted by the retailer. 
Here’s the BIG news: Of that 68% who were contacted following a negative social media posting, 34% deleted their original negative review. Another 33% turned around and posted a positive review, while 18% became a loyal customer and bought more.

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