A recent study shows that 78% of new media users interact with companies or brands… 95% of those users expect companies to be in the social media space. My question is more along the lines of what do users consider “interaction”. I took the dive into twitter about a year ago, and I can honestly say that I very rarely interact with brands because I don’t ever get responses. Now, I understand that if I post a question to my followers that they might not respond as I’m caught in a river of other news, or it’s not relevant to them, or I’m just not that interesting… But if I post a direct question to a person or a brand, and you claim to be doing social media, and you’re not Ashton Kutcher or someone that gets a million questions a day, then I think “interacting” with social media users needs to include actually answering the questions that are posed directly to you. What do you think? Below are some examples – and I’m leaving off my request I made to @southwestair for a bump from the B section to the A section in fairness to ridiculous requests.
If you’re @CMO_Com would you have answered this question, or should you disclose that your twitter account is nothing more than a front for auto-posting your content?
This one’s a little more straight forward – so who knows, maybe they thought it was a trick question, but it too was left unanswered.
Of course, there are people out there like Guy Kawasaki and Brian Morrissey that have more than a few followers with agendas, yet they take the time to reply openly to comments – or fire off a direct message for a more “intimate approach”.
So what defines interaction between a brand to you? Not to put Jim Tobin on the virtual spot, but his tweet this morning is what inspired me… And yes, Jim – I did throw a softball up for you to hit out of the park with this RT: