Facebook Inc and social media outlets have increased customer satisfaction, says new data from the American Customer Satisfaction Index (ACSI). The increase in user satisfaction was led by the social network giant, primarily because of its mobile app and advertising efforts.
Facebook Leads the Pack of Social Media Websites
According to the ACSI, Facebook rose 12 percent for a score of 75, more than the industry average. This means that Facebook is the most improved company in the social media category. Facebook has certainly climbed back up the ladder in the social media venue. In 2012, Facebook was the lowest-ranked social network.
Perhaps this explains the reasons behind Facebook’s stock being up more than 15 percent year-to-date and shares returning more than one-third to investors over the past 12 months. Facebook has also become more valuable than Wal-Mart Stores, Inc. .
Facebook, which is likely to report a superb second quarter, has yet to publicly comment on the latest results.
How did other social networks perform over the past year? Well, in total, all social media outlets experienced an average boost of 4.2 percent for a score of 74. A year ago, social media was ranked as the worst industry in the Index, but now it’s more popular than Internet and opinion websites.
Here are the scores for the major social networks:
- Pinterest: three percent increase to 78
- Wikipedia: four percent increase to 77
- YouTube: three percent increase to 76
- Google+: six percent increase to 75
- Twitter : three percent increase to 71
- LinkedIn : one percent increase to 68 (dead last).
The social media platform is an important channel for news organizations, and consumers are increasingly turning to Facebook and social networks for news updates,” said ACSI Director David VanAmburg in a statement. “So perhaps it’s no surprise that social media now scores as highly as news and opinion sites in terms of providing fresh content and up-to- the-minute information, and Facebook outranks the websites of many of the largest news organizations for customer satisfaction.”
Researchers say what’s helpful is social media users being either more satisfied or less concerned about privacy protection. Also, users seem content with ad campaigns with each passing year.
How Did the Other Industries do?
Consumers aren’t satisfied with search engines and information websites. The data show this category slipped five percent to 76. The reason for the decrease is because the category’s leader, Google Inc , tumbled six percent to 76. Also, its market share remains more than double at 64.4 percent.
Bing, AOL , MSN and Yahoo are competing intensely for the second spot. The aggregate score for these smaller search engines has fallen by just three percent to 75.
Meanwhile, news and opinion websites remain flat. This category dipped 1.4 percent for a score of 73. NYTimes.com and FOXNews.com are at the head of the pack with 76. USATODAY.com descended three percent to 74 and is tied with ABCNews.com. MSNBC.com gained three percent with 75. CNN.com and The Huffington Post are at the bottom, with scores of 73 and 71, respectively.
The trend of conventional news outlet controlling the news is changing. The latest research from the Pew Research Center (PRC) found that nearly two-thirds (63 percent) of U.S.-based users get their news from Facebook and Twitter. More importantly, this trend is found across all age, race and income demographics.
Experts say that if you want to improve your perception with consumers then you will have to enhance your mobile presence. Without such a strategy then you risk diminishing customer satisfaction.