More than ever, social media users are including brands in their list of friends and follows but according to the 2010 Cone Consumer New Media Study, five is the magic cutoff number.
How do you become part of the small, inner circle? You already know the answer to that. 77% of users said they followed a brand for free products or discounts. No surprise there. But getting the engagement and keeping it, are two different things.
Says Cone‘s director of new media, Mike Hollywood:
“Attracting new media followers is like starting a fire – coupons are your gasoline, and engaging content are the logs that keep the fire burning. Consumers’ affinity can only tolerate five brands, so companies need to think beyond the coupon or clever widget to figure out how to develop long-term relationships with real staying power. The best new media strategies are those that balance relevant content with timely promotions and ongoing company-consumer dialogue.”