Why Brands Fail To Create Customer Relationships

Description: Brands are still chasing the promise of social media. For the past decade companies have hoped social media would give them a new way to connect with their customers. Today, brands pursuing that promise focus almost exclusively on big social networks like Facebook and Twitter, and prioritize customer engagement above all else. Too often, their technology partners aren’t doing their jobs. Social technology providers are supposed to offer brands functionality they can’t find on social networks saving them time, limiting their risk, and ultimately helping them succeed. But many brands aren’t satisfied with the current options: Most don’t use social relationship tools, even many who are paying for them.