Wednesday, May 16, 2012

Most People are Anti-Social on Social Media

Many social-media “experts” insist that a “two-way conversation” between marketers and consumers is the whole point of social, and anything less than that is a reflection of outdated, broadcast-style thinking. But the reality is that many people follow and “friend” brands simply because they want to hear from those brands, not necessarily talk back.
If you look at the behavior of the Twitter audience of one particular specialized business publication (@adage, with more than 350,000 followers) and one well-known art-rock band (@okgo, with more than 650,000 followers), you’ll see that most folks are only listening. Though Mark Naples could have reached out to OK Go or Ad Age on Twitter, he chose good old-fashioned email — wisely, I’d say.


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