Warning: include(../../../FE_indexlocal.inc): failed to open stream: No such file or directory in /home/flogedelivery/public_html/magazine/HTMLheader.txt on line 18

Warning: include(): Failed opening '../../../FE_indexlocal.inc' for inclusion (include_path='.:/usr/lib/php:/usr/local/lib/php') in /home/flogedelivery/public_html/magazine/HTMLheader.txt on line 18
| Editor's Blog Section | Social media - ignore it at your peril
m-hance delivery management white paper
The definitive printed and online publication for the multi-channel fulfilment marketplace

Search our million-word thirteen-year archive

Cleveron

Warning: include_once(): http:// wrapper is disabled in the server configuration by allow_url_include=0 in /home/flogedelivery/public_html/magazine/left-panel.html on line 18

Warning: include_once(http://flog.edelivery.net//other/StartLocal.inc): failed to open stream: no suitable wrapper could be found in /home/flogedelivery/public_html/magazine/left-panel.html on line 18

Warning: include_once(): Failed opening 'http://flog.edelivery.net//other/StartLocal.inc' for inclusion (include_path='.:/usr/lib/php:/usr/local/lib/php') in /home/flogedelivery/public_html/magazine/left-panel.html on line 18
Subs promotion

 

RSS   F&E RSS news feed
Click for details

Sykes

 

Paragon Software Systems

 

Ceewhy Vancouver

 

Automated Packaging

 

TRUCKSTOPS from MapMechanics

 

Maginus

 

TNT Express Services

 

Access Fulfilment

 

Kuehne & Nagel

 

Kewill Ltd

 

TranSend Solutions Ltd

 

NetDespatch Ltd

 

Conveyor Networks

 

Pack Smart Ltd

 

The Fulfilling Station

 

KNAPP UK Ltd

 

iForce Ltd

 

EC Group

 

Courier Software

 

Spark Response

 

POS Direct Ltd

 

 

 

12 November 2012

Social media – ignore it at your peril


Warning: mysql_fetch_object(): supplied argument is not a valid MySQL result resource in /home/flogedelivery/public_html/other/routines.php on line 124

Warning: mysql_fetch_object(): supplied argument is not a valid MySQL result resource in /home/flogedelivery/public_html/other/routines.php on line 124

From Opinion column issue 64 – Autumn 2012

There’s a new democracy at large, and one could be forgiven for sometimes thinking it’s the democracy of the loudest voice – or at least of the most vociferous grumbler.

What else are we to make of the many threads of complaint about home deliveries that litter the internet and the Twittersphere? Spend an hour reading some of these and you could easily start to believe UK carriers were innately incapable of completing a single delivery effectively.

But you’d be wrong. Admittedly, more than ten per cent of home deliveries fail at the first attempt, according to a new IMRG; but that means about 90 per cent are succeeding. How many of these do we hear about on the internet?

Some carriers are doing better than that. Yodel, one of the most harried victims of complaint, claims a success rate of better than 98 per cent. Unfortunately, when you’re as big as Yodel or Royal Mail even a 1 per cent failure rate translates into big numbers. The trick is to keep these things in perspective.

Should we actually worry about what is happening in the world of social media? Contact centre specialist Genesys points out that according to consultancy Ecwid, only 4 per cent of UK consumers have so far bought goods through Facebook. However, it predicts that the proportion could soar if the so-called "f-commerce" web experience improves.

If it does, the market could face another problem. Gartner reckons that by 2014, up to 15 per cent of social media reviews could be fake – generated for the most part by otherwise respectable retailers.

Ironically, until lately this traffic has been one-way. Retailers might want to push their products through Facebook, but historically it seems they haven’t paid much attention to complaints made about them on social media web sites and Twitter.

The good news is that this is changing. Lately some carriers are waking up to the need to deal with Twitter and Facebook complaints early, taking the heat out of them. It may be an added cost, but it looks increasingly like money well spent.

Email us about this item

 

Other blog items

 

Top of page