It really depends on the company, as you can have companies where 100% of their customers heavily rely on social media (actually social media companies like Twitter, for example) and companies where social media is a complete non-factor.
But at the end of the day, you make decisions related to social media that are catered to the portion of your customer base that are heavy users of social media all the time, because that’s basic business. It doesn’t matter if the public at large or 80% of your customer base doesn’t care/doesn’t see it, they’re a non factor.
Now, a lot of companies are really bad at that, but making decisions related to your corporate social media account catered to the select portion of your customers that are heavy social media users is not controversial.
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