The Social Media Gap: Customers don’t want what you publish

Posted: July 22, 2011 in Social Media
Tags: , , , , , , ,

IBM has released a study which offers a clear view of why companies are having such a tough time “connecting” with customers via social media.

The study basically looks at four areas and concludes what many people already feel:

  1. Even though millions of people have social media accounts, they use them only occasionally and they use it to share links and content instead of actually creating their own content.
  2. People use social media to connect with friends and family — not companies.
  3. What customers want from a company’s social media site is vastly different from what businesses think they want.
  4. Companies think positive social media interactions with customers will make them more loyal, but customers don’t necessarily believe that they will be an advocate for a brand because of social media.

What customers want from your site (#3 above) is very telling in terms of the perception gap between customers and businesses.

 Customer’s Rankings of why they interact with companies via social sites:

1.     Discount
2.     To purchase
3.     Reviews and product rankings
4.     General information
5.     Exclusive information
6.     Learn about new products
7.     Submit opinion on current products/services
8.     Customers service
9.     Event participation
10.  Feel connected
11.  Submit ideas for new products/services
12.  Be part of a community
 
Businesses’ rankings of why they think consumers follow them via social sites:
1.     Learn about products
2.     General information
3.     Submit opinion on current products/services
4.     Exclusive information
5.     Reviews and product rankings
6.     Feel connected
7.     Customer service
8.     Submit ideas for new products/services
9.     Be part of a community
10.  Event participation
11.  Purchase
12.  Discount
 
Wow, major disconnect here…

How, then can the social media strategy be adjusted to meet the customers’ needs?

You can see the entire study here:

http://public.dhe.ibm.com/common/ssi/ecm/en/gbe03391usen/GBE03391USEN.PDF

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