The Major Disconnect Between Brands and Consumers When It Comes to Social Media
A survey conducted by the Chief Marketing Officer (CMO) Council and Lithium, a social media tech firm, revealed a huge divide between what marketers think consumers want vs. what consumers really want when it comes to social media.
Querying over 1,300 consumers and over 120 CMOs and titled the “Variance in the Social Brand Experience” study, "... the findings challenge marketers to better understand cognitive, behavioral, and attitudinal dynamics as they seek to integrate social media into their overall marketing mix."
Well, based on the findings brand marketers, product managers, chief marketing officers and on down the line have a long way to go to " to better understand (the) cognitive, behavioral, and attitudinal dynamics" of their customers for consumers are speaking loud and clear as to what it is they want in exchange for connecting with a brand on social media.
This question was posed to consumers...
There is another chart which shows the responses to the question "Why do you like a brand on Facebook?" and 67% of the respondents said they do so to get exclusive offers.
People are connecting with brands on social media because they expect something in return.
Liz Miller, Vice President of Marketing Programs for the CMO Council...
“The social brand explosion has created a wave of loyalty among social consumers who are eager to show their support and share their experiences with others online, but this loyalty comes at a cost—from savings to games—that consumers see as their social currency. Social can garner significant influence and pull for marketers who can bridge this gap in expectation and execution.”
From the looks of things not many CMOs and marketers are putting enough weight to the idea of social currency...
As you can see nearly 60% of CMOs believe people like their brand or follow them on social media because they like the content they are sharing, while only 33 percent believe their fans are looking for incentives or rewards, and only 27 percent believe customers are seeking special savings or experiences exclusive for followers.
See the disconnect now?
From the findings...
"Social customers not only want but expect to be rewarded for connecting with brands online, and there are a variety of ways to go about satisfying them. Special offers and promotions bring new customers into the fold while the chance for increased status, privilege, or rank keeps them engaged and motivates them to contribute more.
Named one of the Top 100 Influencers In Social Media (#41) by Social Technology Review and a Top 50 Social Media Blogger by Kred, Steve Olenski is a senior creative content strategist at Responsys, a leading global provider of on-demand email and cross-channel marketing solutions, and a member of the Editorial Board for the Journal of Digital & Social Media Marketing. He can be reached via
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