The International Business Machines Corporation recently did a study to find out the top reasons why customers interact with businesses via social media sites. More than 1,000 customers were surveyed. 350 company executives were also surveyed and asked what they believed the top reasons for this interaction to be. The comparison of the results revealed that many company execs do not have a clear understanding as to why customers are connecting with them through social media.
The executives surveyed revealed that they believed the primary reason for customer communication with a company through social media was to interact with the company and become a part of a community. The top reason for this connection given by the customers was to make purchases and receive discounts. The executives believed that this was the least likely reason that customers use social media sites. The majority of the consumers also revealed that they do not engage with companies via social media sites and that 60% must feel as though a company is portraying itself honestly before they are willing to interact with them.
This study proves that companies need to gain a better understanding as to why consumers use social media sites to communicate with them. A lack of understanding in this area can lead to an unsuccessful social media marketing campaign. A company must know what consumers need and expect before they can develop an effective way of reaching them. When a company has a full understanding of what attracts customers then they will be able to fully utilize the potential of social media.
http://www.nasdaq.com/aspx/stock-market-news-story.aspx?storyid=201103171619dowjonesdjonline000605&title=study-companies-missing-opportunity-to-utilize-social-media
Great post! I believe that's the first step to any successful marketing or public relations campaign - doing your research and knowing your target market. Think about it: if your consumers are looking for discounts, they will come to your sites more often if they see that you actually offer discounts every so often. If you don't, they may end up giving up and quit visiting your site all together.
ReplyDeleteSocial media is becoming such a huge part of the buying process for consumers, that executives need to know how it works in order to get the most out of the opportunities available.
Agreed. I think companies are realizing that social media is where their consumers are, but they do not understand how to use it properly. Without proper research and understanding, companies could have a negative attitude toward their company arise from their consumers.
ReplyDeleteCompanies need to utilize socail media to get on the same level as the consumer and be honest with them. They need to gain the consumer's trust and provide them with good reasons to stay loyal to the company.
This is a great study--one that I'll use in future classes...it is one of the first bits of research that seems to ask consumers what they want out of social media.
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