An interesting study broke in late November (sue me, I’ve been busy) that continues to show how differently people think of what they’re doing when they interact with a brand on a social network platform compared to what the marketers behind those profiles interpret those actions as meaning.
Essentially, marketers put far more value on proactive actions on social media than consumers do. And younger consumers show the kind of brand affiliation that means they see what brands they like as an important part of who they are and who they’re perceived to be.
Additionally consumers and fans don’t think that Liking a brand’s Facebook page or Following it on Twitter is nearly as cool as marketers think it is. Conversely marketers don’t assign things like promotional code redemption the weight that consumer preference for them would seem to necessitate.