Social Networks Generate Least Loyalty In 2014 Brand Keys Survey

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Facebook, Twitter, LinkedIn and the other major social networks might want to consider this a warning: Social networks generated the lowest loyalty scores in the 18th annual Brand Keys Customer Loyalty Engagement Index (CLEI).

This year’s study (which can be requested here) looked at consumer relationships with 555 brands across 64 categories — ranging from hotels to coffee to restaurants and a number of tech/marketing-related categories.

In most categories (38 of 64), the winning brand — the one that did the best job of meeting consumer expectations — scored above a 90 percent satisfaction score. Only one category saw the winning brand(s) score below 80 percent: social networking sites. Facebook and Twitter topped that category with a 77 percent satisfaction rate. You can compare that to Google’s 85 percent, which topped the search engine category or Amazon.com’s 93 percent, tops among e-commerce sites.

Here’s a look at some of the categories that should be of interest to Marketing Land readers.

Social Networking Sites

  1. Facebook/Twitter (tie) – 77 percent
  2. YouTube/LinkedIn (tie)
  3. Flickr/Google+ (tie)

Search Engine

  1. Google – 85 percent
  2. Bing
  3. Yahoo

Online Retailers

  1. Amazon.com – 93 percent
  2. eBay.com
  3. Overstock.com

Computer/Laptop

  1. Apple – 95 percent
  2. Samsung
  3. Lenovo

Smartphones

  1. Apple – 81 percent
  2. Samsung
  3. Motorola

Tablets

  1. Amazon/Apple (tie) – 90 percent
  2. Samsung
  3. Acer/Asus

Instant Messaging Apps

  1. WhatsApp – 90 percent
  2. iMessage
  3. Instagram/Facebook Messenger (tie)

Online Payment Services

  1. PayPal – 90 percent
  2. Google Wallet
  3. Amazon Payments
(Stock image via Shutterstock.com. Used under license.)

Related Topics: Branding | Channel: Industry | Statistics: General | Statistics: Popularity & Usage | Top News

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About The Author: is Editor-In-Chief of Marketing Land. His news career includes time spent in TV, radio, and print journalism. His web career continues to include a small number of SEO and social media consulting clients, as well as regular speaking engagements at marketing events around the U.S. He recently launched a site dedicated to Google Glass called Glass Almanac and also blogs at Small Business Search Marketing. Matt can be found on Twitter at @MattMcGee and/or on Google Plus. You can read Matt's disclosures on his personal blog.

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  • http://www.it-sales-leads.com/ Barbara Mckinney

    Thanks for sharing this information Matt. There are so many reasons why social networks generate least loyalty. Owners should be aware of this problem and make some effort to increase the loyalty of the people.

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