Twitter's Controversial Algorithm Changes: What They Mean for Your BusinessTwitter Vs. Facebook: Which One Is Better for Promoting Your Brand?3 Free Twitter Tools PR Pros Can't Live WithoutSocially Stephanie: Social Media for the Automotive Industry
Get Schooled by YouTubers: Content and Business StrategyHow to Build Your Brand on YouTube and Reach New CustomersThanks to Google, YouTube Is Now a Viable Channel in Any Social Media StrategyHow to Maximize Your YouTube Views and Subscribers [INFOGRAPHIC]
Technology & Data
New IBM Study Reveals 3 Key Characteristics of the Most Successful CompaniesTalking Strategy and Data with Shannon Lee of Precision StrategiesHarnessing Mobile Users: The Power of Big Data in Social AppsMinority Report: Confronting Privacy Issues in Big Data Gathering
- Tech & Innovation
- marketing automation
- Social Tools
- Small Business
- Social Organization
Recap from the First-Ever Employee Advocacy SummitFormer IBM Senior Advisors Launch Brands Rising to Build Employee Advocacy ProgramsPerformance and Risk Management Through Social Media TrainingEmployee Advocacy Summit: Advocate Stories from the Field
- Customer Service
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
The Major Disconnect Between Brands and Consumers When It Comes to Social Media
Posted on December 22nd 2011
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.