Customer satisfaction with social media platforms plummets


Extensive customer satisfaction survey reveals social media platforms are getting fewer likes than before, with Facebook ranking last.

Results from the 2021-2022 American Customer Satisfaction Index (ACSI) e-commerce study, released today, show that while satisfaction with social media as a whole has risen from ‘a score of 70 out of 100 to 71 compared to 2021 results(Opens in a new window), many of the biggest social platforms have seen their ratings plummet. The results were compiled from “interviews with 5,499 randomly selected customers contacted by email between July 2021 and June 2022,” the press release explains.

The top-ranked service, Pinterest, went from a score of 78 to 76, Reddit went from 72 to 71, Wikipedia went from 73 to 71 (but not in our hearts!) and LinkedIn went from 69 to 68 Meta’s two biggest platforms saw declines, with Instagram dropping 69 to 67 and Facebook coming in last with a score of 61, down from 62 last year.

Only one service saw a noticeable gain in satisfaction: Twitter, which rose from a mediocre score of 61 to 68 last year. Twitter has added some helpful new tools in recent months that can reduce the annoyance factor for its less helpful users. TikTok, meanwhile, climbed a single point from 72 to 73, suggesting privacy concerns over its Chinese parent company ByteDance’s access to user data have yet to be addressed. YouTube held steady at 76.

ACSI’s public statistics do not include the factors that led to a company’s rise or fall. The ACSI statement, however, notes that as an industry, social media received the highest ratings for “Mobile App Quality” (82) and the lowest ratings for “Privacy.” and the “Number of advertisements on the site” (71 each).

For reference, five years ago(Opens in a new window) The ACSI results gave the now-defunct Google+ the top spot with a score of 81. Pinterest came in second with a score of 78, followed by Wikipedia at 77. Other notable scores from the survey of 2017: Instagram came in at 75, Twitter at 70 and Facebook. at age 68.

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This year’s E-Business data also ranks research and information sites and online news and opinion sites. Google leads the first category with a score of 75, down from 79 last year, and followed by Microsoft’s MSN (with a score of 75, down from 72, although the Bing search engine behind this portal has only got a score of 70). In the latter category, Fox News and USA Today each scored 71, down one point from their 2021 scores. HuffPost, NBC News and The New York Times each finished at 70 points.

Disclosure(Opens in a new window): I write a tech support column for USA Today and contribute to the NYT’s Wirecutter site.

Alternative social networks to replace Twitter, Facebook, etc.
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