Customer Satisfaction With Social Media Platforms Is Slumping

A sweeping customer satisfaction survey finds social media platforms are getting fewer Likes than before–with Facebook ending up in last place. 

The results of the American Customer Satisfaction Index (ACSI) E-Business Study 2021-2022, released today, show that while satisfaction with social media as a whole inched up from a score of 70 out of 100 to 71 when compared to 2021 results(Opens in a new window), many of the largest social platforms saw their ratings slump. The results were compiled from “interviews with 5,499 customers, chosen at random and contacted via email between July 2021 and June 2022,” the press release explains.

The highest ranked service, Pinterest, slid from a score of 78 to 76, Reddit slipped from 72 to 71, Wikipedia somehow dropped from 73 to 71 (but not in our hearts!), and LinkedIn inched down from 69 to 68. Meta’s two most important platforms experienced declines, with Instagram dropping from 69 to 67 and Facebook winding up in last place with a score of 61, down from last year’s 62. 

Only one service saw a notable gain in satisfaction: Twitter, which jumped from last year’s mediocre score of 61 to 68. Twitter added some useful new tools in recent months that can lower the annoyance factor of its less helpful users. TikTok, meanwhile, crept up by a single point from 72 to 73, suggesting that privacy concerns over its Chinese parent company ByteDance’s access to user data have yet to sink in. YouTube held steady at 76.

Public ACSI stats don’t include the factors that led to any one company rising or falling. The ACSI release does, however, note that as an industry, social media got the highest ratings for “Quality of mobile app” (82) and the lowest rankings for “Privacy” and “Amount of ads on site” (71 each). 

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

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This year’s “E-Business” data also ranked search and information sites and online news and opinion sites. Google leads the former category with a score of 75, down from 79 last year, and followed by Microsoft’s MSN (scoring 75, up from 72, even though the Bing search engine behind that portal only earned a score of 70). In the latter category, Fox News and USA Today each came away with a score of 71, a one-point decline 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.

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Written by Sharecaster

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