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The social media disconnect

March 22, 2011

ibmsocialmedia

Here’s a brief element of some nice research done by IBM, who went out last year and explored global consumer expectations of social media and contrasted those with the reasons executives believed consumers followed them on social sites. 

The results are startling…

Consumers want...

To buy

To get discounts

To get reviews and information

Companies believe consumers want….

To learn about new products

To submit comments

To feel connected to the brand

Basically, very different things- one higher up the funnel and the other lower down.

Perhaps, this data is proof that Facebook could easily become a commerce platform and that its current high valuations are entirely justified.

Posted by Ed Cotton

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