Are brands really prepared to respond via social media?

43% of brands on Twitter had never REPLIED to a tweet  @IIRUSA

Old Spice offered an ideal example of response, but simply responding may not have created the type of emotional connections needed for the long-term.

It’s important to plan for every phase of interaction.  Creating a system of knowledge will enhance communication and the collection of insight that can be used throughout your business.

The result…fresh and compelling dialogues that will naturally influence people, create learning platforms and inspire a creative business.



6 thoughts on “Are brands really prepared to respond via social media?

  1. It astonishes me that so few brands/organisations see the value of having a conversation. The levels of loyalty zoom up online when you talk back surely? (It would be good to know of any research about online loyalty)

    And loyalty means…

    1. Damian points us in a good direction. The value of loyalty…hmmm

      Loyalty…I hope it defines real commitment based on a mutually beneficial relationship. Far more than traditional CRM. Relevance is key and Brands must be prepared to do ALL of the work.

      Online loyalty research is abundant… You should be careful, but given the right filters are in place and properly integrated with multiple data sources good direction and smart decisions await.

      1. I was thinking specifically of research that demonstrates the emotional reactions people have online. Experience tells me that senses of trust and loyalty are more exaggerated online than offline. For two reasons, 1 the communication is often public so we are exposed & 2, we have no physical reactions to judge the response. No response is therefore equally tough on us.

        Love the blog!

  2. Scholars react to the adoption of online platforms for shopping and attempt to provide direction…

    I have found an infinite number of resources to help us saunter through the role of emotion, and how digital media should approach loyalty and trust. Yet, as people increasingly adopt discontinuous methods of connecting and sharing…so much is still unknown.

    An interesting perspective – “The effects of social computing, trust and cognition on customer loyalty internet shopping”, raises some very interesting questions about what does work and what truly creates loyalty online.

    The answer may still fall within our ability to perfect response.

    Hangil Sun. Coll. of Bus. Adm., Hankuk Univ. of Foreign Studies, Seoul, South Korea (2010)

    A bit more…
    Neuroscience and Neuromarketing continue to evolve as a qualitative tool for digital media teams. NeuroFocus identifies deep meaning associated with products and brand messages. Teams are able to improve product design and refine their approach to communication.

    Natural Sciences and Engineering Research Council of Canada and Bell Canada recently supported research though The University of Montreal Department Of Communications. Researchers are exploring new software that considers the biological responses of Internet users.
    • Body heat
    • Eye movements
    • Facial expressions

    Our software is the first designed to measure emotions at conscious and preconscious levels, which will give companies a better sense of the likes and dislikes of Web users” Professor Dufresne

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