The impact of social media on the marketplace is undeniable, as consumers of all ages are enthralled by the level of engagement that sites like Facebook and Twitter provide. Likewise, marketers across all industries are racing to implement social media resources into the marketing mix. However, data from the CMO Council‘s new “Variance in the Social Brand Experience” report, sponsored by Lithium, suggests that consumers and marketers have very different ideas about how they approach the social media marketplace. While consumers want more from brands they follow or “like” online—including better experiences, deeper engagement with each other and the brand, reasons to participate, and rewards when they do—only about a third of brands feel they have the resources or time to fully invest in social media strategies.
The gap between what consumers want and what they’re getting from brands online represents a timely opportunity for social business advantage. By defining how well brands are embracing social media, how and why consumers use social media to engage and connect with brands, and what they expect as a result of “liking” or following a brand, “Variance in the Social Brand Experience” reveals how brands who give their social customers useful and engaging online experiences can gain a significant advantage in 2012
Social media will to a certain extent be disruptive. But those companies adatpting to a social business perspective will be the true disruptive innovators in the next few years.
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