Voice of the Customer

Customer satisfaction for social networks including Facebook, Twitter and LinkedIn is falling.

Facebook received a rating of 68 per cent customer satisfaction, down 9.3 per cent from 75 per cent in the previous year, according to the American Consumer Satisfaction Index (ASCI) – a study that tracks opinions of online platforms and businesses.

Twitter had a 65 per cent customer satisfaction rate, compared to its rating of 71 per cent last year, while LinkedIn saw a drop from 68 per cent in 2015 to 65 per cent this year.

Instagram and Pinterest also saw falls in satisfaction of 2.6 per cent, and Tumblr saw a decrease by 2.9 per cent.

It is believed this decline is partly due to the increasing prominence of adverts on Twitter and Facebook, including latest tests of video adverts during live streaming on Facebook.

Users also expressed outrage after Twitter changed its feed to show a set of featured posts rather than the most recent tweets at the top of users’ timelines. Researchers also identified spam mail and promotions for paid accounts as reasons why a customer would give a low satisfaction rating.

Of the ten online social media giants scored, only four experienced an increase in customer satisfaction.

Google+ saw an increase in satisfaction from 74 to 75 per cent over the last year, and YouTube saw an increase from 76 to 77 per cent.

Wikipedia scored the highest rating of any of the individual companies analysed, increasing 1.3 per cent from 77 to 78 per cent.

Myspace featured, but the data was not measured, meaning it could not be compared to the others listed.

Claes Fornell, chairman of the American Consumer Satisfaction Index, said: “Consumers have not fully accepted advertising as a necessary cost for online services they have come to expect as free.”

David VanAmburg, managing director of the American Consumer Satisfaction Index, added: “It’s impossible for global brands with massive user bases to like Facebook and Twitter to keep everyone happy.”

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