Managing a brand online and on social media

As the Internet evolves and social media continues to take over our lives, brands have a huge opportunity to engage their customers, but there are pitfalls as well. This area is very new, and there will inevitably be pitfalls along the way. Brands can’t just hand this over to an intern who floods the social media world with tweets and updates.

Here’s some useful information from The New York Times:

A new study just released by ExactTarget and CoTweet finds that more than 90 percent of consumers have “broken up” with at least one brand via Facebook, email or Twitter.

The study surveyed 1500 consumers and found the most common reasons given for a social media breakup are that the company sends too many messages (“The stalker”), the consumer receives too many messages in general from companies (“The belle of the ball”) or the company’s communications become boring and repetitive (“The spark is gone”).Around a quarter of consumers are more mercenary and “only after one thing”. They sign up to receive messages from a brand only to receive a one-time offer and then opt out.

Consumers who follow a brand through Facebook and Twitter are also much less likely to formally indicate that they are no longer interested in receiving information from a company and just ignore it (“not returning your calls”).

Basically, brands have to treat social media like any other interaction with their customers. You have to engage customers, not flood them with useless information. Take it easy on the updates, and make them all meaningful.

  

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