Forget focus groups. Consumers are giving it straight to brands, and each other, via online social media in big numbers, according to a recent study by the Society for New Communications Research, Palo Alto, Calif."Exploring the Link Between Customer Care and Brand Reputation in the Age of Social Media" surveyed more than 300 active Internet users during February and March.The study found that 74 percent of respondents choose companies or brands based on customer service experiences shared by other Web users on the Internet. Eighty-one percent of those polled said they believe blogs, online rating systems and discussion forums give consumers "a greater voice" in customer service. However, only 33 percent of respondents felt that companies take customers' opinions seriously.Survey: Web Generates Consumer Feedback
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