Social medium is all about engagement, isn’t it? That has been the driving force for the rapid adoption of social media by several brands. Turns out that brands are not actually engaging consumers thereby undermining what could be termed as the greatest marketing revolution of this generation. Two articles merit your attention.
First a report by Maritz Research shows that 2/3rd complaints on Twitter are unanswered by the brands. That’s a large number indeed. On the positive side 1/3rd did respond, which in itself is a great improvement over the standard responsiveness to complaints.
Second, an article by Mitch Joel argues that brands just don’t get social media. They are still engaged in too much navel-gazing. The openness of social media eludes the brands. They still look at social media as a one-way communication channel that is essentially free.