{"id":14971,"date":"2009-06-01T01:18:24","date_gmt":"2009-06-01T00:18:24","guid":{"rendered":"http:\/\/www.corporate-eye.com\/blog\/?p=14971"},"modified":"2009-05-31T01:39:47","modified_gmt":"2009-05-31T00:39:47","slug":"brands-still-not-connecting-with-consumers-on-social-media-sites","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/brands-still-not-connecting-with-consumers-on-social-media-sites\/","title":{"rendered":"Brands Still Not Connecting with Consumers on Social Media Sites"},"content":{"rendered":"

\"social-media-profiles\"A new study from Knowledge Networks<\/a> sheds some light on social media site usage, including the nonexistent connection between brands and consumers through social media.\u00a0 The study reports that 4% or fewer consumers who use social media sites (such as Facebook, Digg, Flickr, and more) on a consistent basis actually seek out information about brands “regularly” on those sites in order to make purchase decisions.\u00a0 24% or fewer consumers who use social media sites on a regular basis “sometimes” seek out information about brands on those sites\u00a0to make purchase decisions.<\/p>\n

What does this tell us as marketers and brand managers?\u00a0 First, the secret to connecting with consumers through social media has yet to be found.\u00a0 However, one thing is fairly certain, traditional advertising on social media sites is not getting the job done — no surprise there.\u00a0 While consumers don’t mind seeing unobtrusive ads on social sites in order to use those sites for free, those ads are not having much of an impact at all on those consumers.<\/p>\n

The missing link remains the elusive “connection” component.\u00a0 The majority of respondents to the Knowledge Networks poll said they use social media sites to stay connected with friends and family and to connect with new people.\u00a0 There’s that word “connected” again and again.\u00a0 Is it surprising that ads which talk at<\/em> consumers rather than with<\/em> them (a much more social, and “connected” method) don’t work on social media sites?\u00a0 That part of the equation is common sense.\u00a0 The problem is still finding how to create brand experiences (or “connections”) through social media\u00a0sites\u00a0that are useful and meaningful to consumers and add value rather than just\u00a0interrupting\u00a0 and annoying them.<\/p>\n

Let’s put this into perspective though.\u00a0 The widespread use of social media sites is still in its infancy.\u00a0 Without a doubt, the products, offerings, and players will change significantly over the course of the next 5 and the next 10 years.\u00a0 The important thing is for brands not to give up testing ways to connect with consumers through social media.\u00a0 The likelihood of social media dying a quick death is slim to none.\u00a0 It’s here to stay.\u00a0 The challenge is going to be getting executive commitment to a long term strategy of learning to leverage social media for branding and marketing success.\u00a0 In other words, it all comes down to the money.\u00a0 What else is new?<\/p>\n

Your thoughts?<\/p>\n

Image: <\/em>Flickr<\/em><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

A new study from Knowledge Networks sheds some light on social media site usage, including the nonexistent connection between brands and consumers through social media.\u00a0 The study reports that 4% or fewer consumers who use social media sites (such as Facebook, Digg, Flickr, and more) on a consistent basis actually seek out information about brands […]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[95],"tags":[3291,110,3301,520,3311,135],"class_list":{"0":"post-14971","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-brand","7":"tag-brands-social-media","8":"tag-corporate-branding","9":"tag-knowledge-networks","10":"tag-online-branding","11":"tag-social-branding","12":"tag-social-media-marketing","13":"entry"},"yoast_head":"\nBrands Still Not Connecting with Consumers on Social Media Sites<\/title>\n<meta name=\"description\" content=\"Brands forgetting the connection part of social media is top 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