By Alex Romanovich – Founder, Social2B
By now, many consumer brands which are socially capable – many are scalable – begin to explore advanced methods of consumer engagement. The overarching belief is that the ‘social consumer’, as originally defined by Brian Solis, is sharing purchasing decisions before, during and after the buying experience, communicating their decisions online via ‘social grid’, and eagerly volunteering their reviews as the ‘citizen shopper’. While brands are trawling for ‘advocates and influencers’, hoping for quick brand engagement, social-local-mobile platform companies are selling the promise of ‘digital consumer convenience’ and better CTRs, while e-Commerce platforms are beginning to load the shopping carts with familiar ‘social buttons’.
But what can we say about the true social consumer intent? Will brands have to continue to stimulate their ‘brand experience’ with deals, wondering if loyalty is long-lasting?
Most recent Shop.org study shows that 58% of US adults follow 6 retailers on the average and do so, primarily, for special deals. 42% of US online adults follow a retailer via Facebook, Twitter or a blog. And only 19% of US online adults have purchased from group buying sites, such as Groupon or LivingSocial.
Most common social tactics which are deployed by brands are: