1. Receive discounts (61%)2. Make purchases (55%)In contrast, businesses believe that the top two reasons consumers follow them in social networksare…1. Learn about new products (73%)2. To receive general information (71%)While consumers expressed the desire to receive discounts or make purchases as the top reasonsfor engagement in social media, businesses view these actions as the lowest two motives for connecting in the social web.What we learn from these two studies is that it’s not about the content, the profile, or publishinginformation regularly; it’s about understanding and delivering what customers want.
If you’re not sure what customers want…ask!
Ask and ye shall receive. You’ve heard it a million times, but are businesses actually practicing whatthey preach? To bridge the gap between consumer expectations and business perceptions, askingcustomers what they want can go a long way. For example, when Google’s much discussed newsocial network launched, two major brands were front and center hoping to deliver a unique, valueadd experience. Ford Motor Company was one of the first companies to build a brand page and inan notable move, asked people what they expected from the company in Google+. Ford’s ScottMonty and team took the scores of feedback to a dedicated engagement and content strategy.Shortly thereafter, Michael Dell personallyasked his circles about the roll Google Hangouts, a group
chat service in Google+, can play in customer service.