Consumers Want To Be Social With Business
Writing by Social Marketing Journal on Saturday, September 27, 2008 Comments (1)
Marketing Pilgrim has published a post reporting on a recent study that should make many business owner happy. Marketing expert may however need to rethink their social marketing approaches. The study was conducted by Cone and published in their 2008 Cone Business in Social Media Study.
Consumers do want to be social with business is the bottom line. However and here is the crunch, they want to be social, not spammed by constant promotions and self interest. Whilst the study was made on American consumers, many of the results could be applied worldwide. Some of the issues revealed include:
- Companies should use social networks to solve my problems (43%)
- Companies should solicit feedback on their products and services (41%)
- Companies should develop new ways for consumers to interact with their brand (37%)
- Companies should market to consumers (25%) [I assume this means online or on social media sites, not just in general]
Whilst 25% accepted that companies should market their wares, a much larger proportion were looking for the online version of a service desk. Solve my problems; let me provide feedback; and let me interact.
The social component was reinforced by Cone’s director of new media, Mike Hollywood, who stated:
“Americans are eager to deepen their brand relationships through social media. It isn’t an intrusion into their lives, but rather a welcome channel for discussion.”
It all comes down to a couple of issues. Don’t be self centered in your social marketing. Help solve problems and actually engage in social conversation. It can be product or service orientated, but it has to provide some value to the consumer, not just the business person.
If consumers want business to be involved in the social world, I wonder if social media sites will relax their restrictions towards social marketing. Don’t hold your breath!
Comments (1) Category: Social Marketing
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Pingback by links for 2008-09-29 | Daan Jansonius
Made Monday, 29 of September , 2008 at 12:07 pm
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