Of companies that have been subject to social media criticism however strong (ranging from a single complaint to a full-scale campaign), fully 72% rated their preparedness as average or below, with 20% being completely unprepared, according to a July 2012 report by Ethical Corporation and Useful Social Media. Just 15% of companies reported that they were fully engaged with the problem.
This finding follows from research showing that social media users believe that companies are out of step in their use of social media. Indeed, according to a Allstate/National Journal report from June, 64% of social media users want to see an increase in companies using social media to respond to questions and complaints. 73% believe that companies use it chiefly for advertising. Read the rest at MarketingCharts.