Social Customer Research Findings from Lithium & The CMO Council.
Lithium and The CMO Council surveyed over 1,000 consumers and 120 senior marketers at top brands to discover how consumers and brands use social media. They uncovered a clear digital divide between what consumers expect and what brands offer.
72% of consumers use social media to stay engaged with brands. 10% of brands say social is a top priority.
50% of consumers expect to find support on Facebook. 10% of brands provide it.
47% of consumers expect incentives and rewards when they connect with brands online. 7% of brands offer them.
41% of consumers expect to share ideas on Facebook. 9% of brands ask for their input.
Social business advantage in 2012 will go to those brands that cross the divide and deliver real social customer solutions--filling unmet consumer appetites for deeper engagement, more purposeful experiences, and rewards for their participation online.
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