Almost all social media team will tell you that your customers wants to have a relationship with your brand. But are customers really looking for that brand relationship?
Here are the top three reasons customers give for interacting with businesses via social media, with the percentage of respondents giving the answer:
Get a discount - 61 percent.
Make a purchase - 55 percent.
Read reviews and product rankings - 53 percent.
Now here are the top three reasons businesses think customers interact with them via social media:
Learn about new products - 73 percent.
General information - 71 percent.
Submit opinion on products or service - 69 percent.
"Huh?" businesses ask. "But I thought you were interested in... learning about me. All you want is... discounts? We have a relationship, don't we?"
It's embarrassing. While 64 percent of businesses think customers interact with them on social media to "feel connected," only 33 percent of customers say they do. And in an almost achingly sweet misperception, 61 percent of businesses think customers interact with them via social media to "be part of a community," whereas only 22 percent of customers actually do.