A detailed analysis highlights the gap between what consumers want from engaging with brands on social media and what businesses think they want. When consumers were asked about their reasons for engaging with a brand on social media, the top two reasons were to receive discounts or promotions and to make a purchase. When businesses were asked this same question, the top two reasons were to learn about new products and to receive general information. This perception gap illustrates that there is much room for improvement in terms of brands increasing the effectiveness of their social media strategy. In order for brands to close this gap, they should start taking into consideration what their customers want when they engage with them on social media. The report also provides some very interesting insight on why consumers break up with brands.
http://www.briansolis.com/2011/10/i-think-we-need-a-break-its-not-me-its-you/
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This weekend, I was at a conference where a product manager at Google spoke and made some interesting points about this topic. He asked everyone in the audience to raise their hands if they had "liked" a Facebook page for a discount or to enter a drawing. Well over half the audience raised a hand. He pointed out how willing we are to "whore out" our reputation to get something. In his opinion, people are going to begin reaching equilibrium with brands as far as how much of their reputation they're willing to put out there, and the result will be a lot of Facebook breakups. He also mentioned that Twitter's model with the "follow" rather than the "like" was much more natural for consumers. I hadn't thought of that before, but it kind of makes sense because as a consumer it's a lot easier to say "hey, I'm interested in you and want to keep an eye on you" publicly than it is to endorse a brand. It will be interesting to see if Facebook develops new ways of interacting with brands that don't require as much of a "commitment" in response to all the "breakups".
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