What Do Consumers Want from Brands?

Amid the fury among brands to convince consumers to follow, “Like” or subscribe, a key question is what consumers want from brands.

What are consumers seeking when they agree to formalize their relationship with a brand by hitting, for example, the “Like” button on Facebook? Is it simply the opportunity to win something or gain access to exclusive content? Are they seeking updates or information ahead the the crowd?

In other words, what are their expectations from brands via social media?

Aside from free stuff or the opportunity to win free stuff, my take is brands need to consistently do three things for consumers: entertain, enlighten or engage.

Once the follow, like or subscription has happened or the contest has been entered, consumers will stick around only if a brand keeps on providing them with some kind of value.

It could be valuable content or an interesting poll, a funny video or a helpful tips. Regardless of the value, there has to be a steady flow of it, otherwise consumers will lose interest and disappear.

They might not necessarily un-follow, un-”Like” or unsubscribe because that means taking the effort to do it but they will stop coming around, which is just as bad.

Truth be told, the expectations among consumers are high, which puts a lot of pressure on brands to keep their social media efforts vital and engaged. It also involves a heavy investment, which probably explains why some of the bigger social success stories are major brands with deep pockets.

So what do you think consumers wants from social brands?

Article:http://blog.sysomos.com/