The sometimes skewed approach that many brands have when they carry out activity in social media, is to think about what particular product or content they want to push onto consumers. It’s very tempting to become obsessed with how your brand appears that you try and push the boundaries of social media to the limit, until you end up with the most complicated campaign that uses all the latest technology. The only problem is that you’ve become so obsessed with how to portray your brand as a leader in social technologies that you’ve forgotten to ask what it is your customers actually want from you.
The first thing to remember is that people don’t actually want to be your friend. They’re not following you on Twitter or Facebook because they want to have a one on one conversation about the weather or your thoughts on who should have won X Factor. What people actually want from brands is a mixture of news, promotions and just generally to get a query sorted as quickly as possible. Indeed, a recent survey by emarketer found that while 25% of people wanted to follow a brand for promotions, just 4% wanted to feel part of that brand’s community. So as much as you can focus on building the coolest community around your brand with impressive apps and social tools, it’s the relatively unsexy things such as discounts and offers that customers actually want. Leer más “What do people really want from brands online?”