Disconnect Between Affinity and Engagement in Social Networks

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Social Media | Steve Barnes | Marketing | Social Networking | Facebook

There are a multitude of touchpoints within social media: Social Networks, RSS Feeds, Blogs, Wikis, Podcasting, Widgets & Gadgets. These are some of the more well-known ones. The list goes on: Search Engines; Social Book Marking Sites; Micro-blogging; texting is social; video sites; photo sites; travel sites; and now B2B networks are forming; mashups – a good example being display of flickr images over the top of Google maps.

Brian Solis points out that “Touchpoints serve as the point of influence between a buyer and a seller. As the race to socialize commerce escalates, these touchpoints represent the nodes that define the human network, connecting people across the social Web and uniting them around common interests, themes, and movements”.

Technology to connect buyers and sellers on the social Web is universal. Customers are flocking to the social web to not only connect with friends, family, and peers, but also the brands that attract their attention. However, there is a tremendous disconnect between the volume of potential customers and the brands who truly understand how to find and more importantly, how to establish mutually beneficial connections with them.

Over 60% of consumers follow one-to-five brands online with another 21% following six-to-ten.  10% actually reported following 11-20 brands and 8% stated that they follow over 20 of their favorite products and services.

What motivates them?

Affinity and allegiance are of course among reasons for following brands, but consumers are also motivated by receiving invitations for events, special offers or promotions. Your customers ultimately will engage with their favorite brands where and when possible, but eventually, your absence will eventually contribute to the insignificance of the brand as competitors will ultimately step in and capture the attention and loyalty of the very people you need to reach.

Consumers are seeking ways to transfer their digital interactions into something tangible. Businesses, big and small, must find ways to not only cultivate social media audiences but weave their brands into the daily lives of consumers. Your business should aim to empower them, excite them, inspire them, and enable them to engage with your brand in a relevant, new and useful way that adds to their real-world experience.

About Steve Barnes

Marketing and biz dev fanatic. Student of the world and disruptive influence pushing the envelope of growth through innovation.
This entry was posted in Brand Strategy, Social Media Marketing and tagged , , , , , . Bookmark the permalink.

8 Responses to Disconnect Between Affinity and Engagement in Social Networks

  1. Bob says:

    Social Media has definitely enabled companies to create better relationships with their customers. It’s not only easier for both parties, but also more effective. I love how social media is revolutionizing business.

  2. heather t. says:

    Thanks Steve…Good Points.

    I agree it’s all about establishing the right connections; but more importantly, keeping people interested in the message. While Social Networking sites like Facebook and YouTube are great mediums for getting the message out – Social Marketing works best when we communicate a consistent Brand Marketing message. Social Networks are effective marketing tools as long as the message is current, interesting and useful to end users. Thanks Again…

  3. sue bishop says:

    Thanks for the post, Steve. It is just common sense that a consumer makes choices based on connectedness. I’m glad to have another well-reasoned response to the question, “Why should we invest in social engagement?”

  4. roczny pit says:

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    I had a quick question which I’d like to ask if you don’t
    mind. I was curious to find out how you center yourself and clear your
    mind before writing. I’ve had difficulty clearing my thoughts in getting my thoughts out there. I truly do enjoy writing but it just seems like the first 10 to 15 minutes tend to be wasted simply just trying to figure out how to begin. Any recommendations or hints? Many thanks!

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  6. Somatodrol says:

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