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Social Media Matters: Define your Social Business Strategy [Study]

Even though most companies are experimenting with social media, how it improves customer relationships while impacting essential business metrics is persistently elusive.

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Source: Courtesy Photo (www.pivotcon.com)
Source: Courtesy Photo (www.pivotcon.com)

Over the years, social marketers took a “publish first, ask second” approach in social media strategies. Assumptions outweighed intelligence. But in 2012, businesses started to realign customer expectations with social media strategies. In 2013 planning, social strategists now believe exclusive content is more important than customer service (2011).

Top 10 Assumptions of Social Consumer Expectations

  1. Exclusive content
  2. Insight to make decisions (Moments of Truth)
  3. Customer service
  4. Be part of a community
  5. Deals/Promotions
  6. Learn about new products
  7. Ability to provide feedback for improvement (Influence Loop)
  8. Inclusive experience in social absent of websites
  9. Loyalty/Rewards for engagement
  10. Social commerce

So if we know social is important, what’s holding social marketers back this year? Planning for 2013 based on 2012 and 2011 hurdles remain close to constant.

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