CorpComms Magazine

Consumers dislike brands and companies that talk at them through social media but instead want to engage in a dialogue where their thoughts and needs are listened to, new research reveals.

The Firefly Millward Brown research, which involved in-depth discussions with organisations and hundreds of consumers around the world, found that, while most organisations recognise the potential of social media, they are confused about the rules of engagement.

Global brand director Rob Hernandez said: 'Many of the people we interviewed commented on wanting brands to have a 'human face'. Consumers' biggest fear is that marketers will turn social media from a community into a marketplace.'

Drawing on the research, Firefly Millward Brown has created ten rules for companies to follow when engaging with social media.

1. Don't recreate your homepage in social media
2. Listen first, then talk - create a dialogue
3. Build trust by being open and honest
4. Give your brand a face
5. Offer something of value
6. Be relevant
7. Talk like a friend not a corporate entity
8. Give consumers some control
9. Let consumers find you/come to you
10. Let consumers talk for you

share me: del.icio.us | digg | reddit | Tweet