It is refreshing to hear more discussion around the shortcomings of social media...

... rather than the constant proselytizing of a still baby-fresh and

misunderstood communication channel. However, possibly a more constructive way

of thinking about those shortcomings is to consider the growing gap in

expectations of what social media can and should achieve for a brand.

The IBM Institute of Business Value just published a study

comparing the differing perceptions of business leaders and consumers regarding

social sites. The most interesting find from the study was the ironic business

misperception that consumer's would rank discounts and purchase opportunities at

the bottom of their list of reasons to engage with a company's social site. It

actually ranks at the top of their list.

Companies need to design experiences that deliver tangible value in return

for customers' time, attention, endorsement and data. -IBM Institute of

Business Value.

Time and attention really are the currencies of our customers. Those expenses

are precious for them and they want something in return for it. Simply providing

conversation's will never be enough. No brand is interesting enough to entice

just by being available. Although the social space is cheaper, quicker, and

ever-present, a brand still needs to provide those nuggets of material value to

drive significant engagement.

And Interactive Communication does all that...and more!