Why Social Media Lags...for Some

Bain & Company writes in their Insights brief entitled, Putting Social Media to Work:

"As part of a broader customer engagement strategy, social media can be an effective and cost-efficient marketing, sales, service, insight and retention tool. Our recent survey of more than 3,000 consumers helped to identify what makes social media effective. We found that customers who engage with companies over social media spend 20 percent to 40 percent more money with those companies than other customers. They also demonstrate a deeper emotional commitment to the companies, granting them an average 33 points higher Net Promoter® score (NPS®), a common measure of customer loyalty..."

As business operators, we already have a lot to juggle with web marketing, indeed. Adding a social strategy to the already labor-intensive work we're doing seems daunting, especially with the polarized opinion about the value of using the social web as a marketing channel.

But what I love about this quote in particular is the "deeper emotional commitment" comment. First of all, that's a pretty sophisticated measurement, being that emotions are intangible in the larger sense. But this, later in the brief, is hard to ignore:

"More than 60 percent of Internet-connected individuals in the US now engage on social media platforms every day.

I think we need to pay more attention to the social web. So why is there a widening gap (according to the Bain brief) in adoption?

Every business is unique, including yours. The key is finding out where your audience is spending their time, and if what you're saying to them (or promoting to engender emotional connection with your company) is getting through and having impact.

Try it and see. Give it some time. Use it in an innovative way that fits your business. Let the social web be another conduit to do good in the world.

Comments

[freelance writing jobs]

i think media is not for this time internet this is really great thing for information!
freelance writing jobs

[smo services]

I appreciate your blog! thanks for creating nicest one....

smo services