What you want social media to do for your business, and what real people want and expect from businesses in social media are fundamentally different. This expectations disconnect and dissonance is the nucleus of all that is wrong and difficult about social media from a company perspective.
In Q4 2014, Hubspot released new research called The Social Lifecycle. In this project, they interviewed 600 consumers about where and what and how they want to intersect with brands in social media, in both a marketing and customer service context. Several interesting findings in this research, and I was particularly intrigued because the new book I am working on focuses on the impact of speed on business and society. (that’s the first time I’ve mentioned the new book, so consider that the early preview to the tease to the coming soon).
Hubspot surfaced several conclusions and recommendations as part of this research, and Suzanne Delzio did a strong summary of it over at Social Media Examiner recently. But I want to isolate a finding that strikes at the very heart of the problem companies face when trying to use social media to build their business.
New Social Media Research Uncovers the Big Problem for Businesses
