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
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! To discover more contact:
Paul Ashby on (UK) 01934 620047 or firstname.lastname@example.org. Cell 'phone 07586259605.