February 19, 2013
The differences in social media perceptions and activity are creating a defined disconnect between digital marketers and consumers, reported an article from Direct Marketing News. According to the findings of a recent ExactTarget study, this disconnect is inhibiting marketers’ ability to determine consumer relevancy and preference in social networks.
The study compared the behavior of marketers versus consumers as it concerned digital activity and interaction with brands. The results found that 61% of marketers follow at least one brand onTwitter and 86% have “liked” a brand on Facebook. In contrast, just 12% of consumers reported following a brand on Twitter and only 58% claimed to have “liked” a brand on Facebook. According to ExactTarget, the disconnect can be attributed to the fact that marketers tend to take more exploratory routes in terms of digital marketing channels and technology in an attempt to find the “next big thing.”
A recent article from Business 2 Community stated that, “By utilizing social channels such as Twitter, Facebook, and LinkedIn, your company can engage its target market and begin the path to lead conversion. Interaction through these outlets fosters brand loyalty, can spread positive word-of-mouth and can cultivate a strong reputation.”
According to Direct Marketing News, in order for digital marketers to achieve success from social marketing, there must be an understanding that consumers view social media differently than marketers do and their behavior is shaped by these views.