What do social media users really want?

1 minute read

According to a study from the Chief Marketing Officer (CMO) Council and Lithium, published on eConsultancy’s blog recently, when consumers follow your brand on social media what they’re expecting to see are incentives and rewards.

67% expected to be eligible for exclusive offers
65% expected to gain access to games or contests

Apparently though, this isn’t what a lot of CMO’s expected, but we’ve definitely seen strong evidence of this. Offers and promotions run on Facebook and Twitter using our Share tools have led to massive increases in fans and followers for the brands involved, even when using very simple mechanisms like fan-gating (showing different content, like a discount code, to followers).

In fact, using competitions on social media can be a very cost-effective way to build a fan base,  far more so than using Facebook advertising for example, even when offering a high value contest prize.

Interestingly, 60% of consumers also expected to be able to interact with other brand fans – not just the brand itself. It’s therefore well worth looking at promotions and competitions which can leverage this element as well and also keeping this in mind generally when posting – get a conversation going amongst fans, not just between your brand and the fans.

What do you think? Have you found particular success with social offers and contests?