Companies Missing Opportunity To Utilize Social Media

Many companies are missing an opportunity to utilize social media channels to drive sales growth because of a misunderstanding of what consumers want out of those channels, according to a recent study.

The study, conducted by International Business Machines Corp. (IBM), found that a majority of consumers say the top reasons they interact with companies via social sites are to receive discounts and make purchases, but companies rank those as the least likely reasons customers will follow them.

Instead, businesses overestimate consumers’ desire to interact with the companies, believing consumers hope to feel connected or be part of a community.

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