Companies plan to use social media for customer service

To recover from a drop in customer satisfaction and loyalty rankings in Consumer Reports, Ford now plans to launch a consumer campaign in social media, writes Jean Halliday for Forbes.

To recover from a drop in customer satisfaction and loyalty rankings in Consumer Reports, Ford now plans to launch a consumer campaign in social media, writes Jean Halliday for Forbes. The automotive company won't be alone in those efforts either as most companies plan to invest in a better social media presence this year, according to a study by The Creative Group.

According to the study, more than half of surveyed marketing and advertising executive said they expect enterprises to invest more in Facebook this year, 43 percent also predicted more spending on Twitter, 41 percent on Google+, 38 percent on LinkedIn and 36 percent on YouTube. 

"Companies recognize the powerful role social media can play in brand building, and they are willing to invest in initiatives that can help them increase customer engagement," said Donna Farrugia, executive director of The Creative Group. "As platforms like Facebook continue to evolve, it's especially important for businesses to keep pace."

Since most big retailers currently don't respond to and delete customer complaints on Facebook, reports Time, Ford could stand out a leader. The company plans to respond to consumers' posts within hours, Scott Monty, global manager of digital and multimedia communications at Ford told Forbes.