Recent separate studies of online consumers seem to be counter-intuitive to insight continually offered into the search and social environment. Here, eCommerce is now expected to sustain a credible and meaningful existence for growing a niche community of followers and word of mouth advocates.
Around 40 per cent of businesses say that successful social marketing strategies lead to potential customers engaging with a brand because they want to give feedback or are searching for more information about company products or services. Only a third thought that the real reason might be to obtain incentives, rewards or exclusive discounts for followers.
The findings stand in stark contrast to answers given by around half of UK consumers surveyed, who stated that the two top reasons for following a brand on Twitter or 'liking' on Facebook is to receive discounts, money-off promotions or simply "free stuff or giveaways". When it comes to consumer engagement with social media, the message is loud and clear - 40 per cent stated emphatically they want and expect more from their favourite brands!
Uncomfortable reading for some site owners, no doubt! But armed with smartphone, tablet and a social network ready with instant advice and recommendation, the savvy consumer is emboldened to demand their chosen brands become the cherished "present that keeps on giving" or else be unfollowed, unsubscribed and lose social ranking.
Research also confirms that companies who adopt social media for customer service are not delivering to customer expectation and discontent is growing as lack of responsiveness or real interest becomes the common perception. Contrary to eCommerce priorities, where less than 5 per cent said they were actively using social media to supply improved customer care and faster turnaround, most consumers stated they expected a reply to their questions within 24 hours.
Only around 12 per cent said they would be prepared to "wait days for a resolution to support issues" while double the percentage expected "instant gratification" and a fifth demand resolution "within hours".
The implications are serious if business online is to heighten their site authority on the search and social web. Integration of social media strategies to traditional online marketing demands that brands not only provide their niche followers and prospective customers with valuable content, meaningful interactions and rich customer experience, real incentive and rewards must be provided to maintain their social presence.