|Social Repairs: Use and abuse of social media in the auto claims economy|
|News - Collision Repair|
|Monday, 13 August 2012 13:06|
By Mike Davey
Toronto, Ontario -- August 13, 2012 -- If you ask 50 people to define "social media," you're going to get 50 different answers. So what exactly is this phenomenon that is changing the world as we know it, and how are members of the auto claims economy handling its new challenges?
We surveyed numerous repairers, suppliers and insurers to find out how social media is perceived and how it’s being used. The preliminary results of this survey are below. Watch for the full results in the next print edition of Collision Repair magazine.
In general, perceptions of social media among members of the auto claims economy follow the textbook definition, with 63 per cent saying "Social media is content created and shared by individuals on the web using freely available websites that allow users to create and post their own images, video and text information and then share that with either the entire internet or just a select group."
What's worth noting is that only 1.6 per
cent of respondents thought it was "The best thing since sliced bread." Nearly 20 per cent of respondents did indicate that social media was "All of the above," which does mean that they think it's great (at least as good as sliced bread), but also that they consider it "A big pain in the %$%$!!!" This matches up with the 12.6 percent of respondents who gave that as their only answer. This seems to be borne out by two of the comments we received on this question:
"It is overused and a time consuming activity. Maybe good for social communications, but not for business. I don't need nor want to know everyting that a particular individual does or thinks at any given time. If you must communicate with me; call or e-mail me.
Not everyone on the planet."
"Social media should never have been created, the worst thing ever. Has anyone ever thought that getting back to repairing cars properly is the best way of advertising?"
One respondent likes social media well enough, but does not like it in the business world:
"Developed and excellent for personal relationships. Abusive for business relationships."
That's an opinion that some survey respondents would likely disagree with. Only 30 per cent use social media primarily for personal purposes, with the majority (35 per cent) using it equally for
both personal and business and about 24 per cent using it primarily for business purposes.
There's no question that social media can be useful when it comes to marketing. A quick look at the results for how often our respondents use social media to get information on products and services for both personal and business use. In both cases, those who used it "Frequently" or "Sometimes" were in a clear majority.
In general, those who use social media for their own business perceive a benefit, with over 63 per cent saying "It has benefitted my business to a degree."
Watch for the full results and commentary in the next issue of Collision Repair magazine!
|Last Updated on Monday, 13 August 2012 14:50|