Just a fifth of Australian financial services businesses are measuring customer sentiment on social media, according to a social media management software provider, despite more than two-thirds using it primarily for customer service.
Hootsuites 2018 Social Business Report indicates that social media has become increasingly important for 80 per cent of financial services businesses over the last two years, with 70 per cent expressing that they use it predominantly for customer service.
The study further found that 81 per cent of leaders in the financial services industry believe social media has a positive impact on brand perception and trust.
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