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Social Networks Generate Least Loyalty In 2014 Brand Keys Survey
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
- Facebook/Twitter (tie) – 77 percent
- YouTube/LinkedIn (tie)
- Flickr/Google+ (tie)
- Google – 85 percent
- Amazon.com – 93 percent
- Apple – 95 percent
- Apple – 81 percent
- Amazon/Apple (tie) – 90 percent
Instant Messaging Apps
- WhatsApp – 90 percent
- Instagram/Facebook Messenger (tie)
Online Payment Services
- PayPal – 90 percent
- Google Wallet
- Amazon Payments