Monday, February 7, 2011

Snake Oil

According to MediaPost News, a new study from Razorfish reveals that customers don't consider Twitter and Facebook important ways to engage with a company, despite the pronouncments of social-media experts.

Most customers still prefer traditional marketing channels, such as email and word-of-mouth.

Why?  Customers believe "feeling valued" is the most important aspect of brand engagement.  They don't feel especially valued, just because a company Tweets or posts a status update on Facebook.

The study also found the experts' "consumer in control" mantra is hokum.

Customers were asked to rank six attributes of engagement: feeling valued, trust, efficiency, consistency, relevance and control.

They ranked control the least significant.
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