Liking and Doing

Attitudes of US new media users toward companies and brands they are able to interact with in new media seem to be decidedly positive.

Does a change in attitude translate in a change in behavior? That's where the money is.

We look at the responses to surveys like the one put together by eMarketer [hat tip Toby Diva] based on the 2009 Cone Consumer Media Study, and every other company jumps on Twitter or Facebook because of the conclusions it draws:

- people say they have a more positive impression of the company when they interact with the brand;

- other brands like ours (usually competitors will do the trick) are on Twitter, Facebook, etc.;

- therefore we should be on Twitter, Facebook to interact with customers and make more money.

Is that true?

Brand habits

You look at this kind of survey, start a blog or create a Facebook page because you believe that is what will change customer behavior -- and do nothing else differently in your business. Customers don't flock to your business after all. What happened?

The same attitude and approach were put behind the effort. This stuff is not free to do, it takes resources away from other tactics, and after putting in a little bit of effort into it and seeing no measurable results, you abandon ship.

If you have a customer service problem, you still need to change your customer service and listening habits. If you have a product problem, you still need to improve the product. In essence, you need to change your behavior -- do something differently.

Customer switch

Let's face, we buy all the time from companies that are not in social media and don't have the latest Facebook page. With the ubiquity of the "like" button and concept, we have the opportunity to snoop around and see more of what others are doing, which is the one genius moment by Facebook.

Few of us are actually coherent and follow through with our promises. We don't even execute on our threats unless pushed incredibly hard by a public loss of face. Changing behavior requires effort, a special incentive. That's why offers and promotions work.

We say one thing, and do another all the time. "I feel better served by companies or brands when I can have a conversation with them in a new media environment" does not automatically mean if you're not out here I'm not buying from you, does it?

Drawing conclusions

Liking and doing are two very different activities. One signals intention, the second show us behavior. Are we more inclined to do something when we see others saying they're doing it?

Is your business changing the way it communicates internally as a result of participating in social networks? Does the peer pressure of other brands help bring about a change in your own culture, in the way you do business?

Are your customers more likely to take action when they see others just like them do something? Do they consider switching a brand because they learn that others have done so? 

To me, while the correlation is likely, eventually, it's not a direct route between attitude and behavior. The change is either brought about by our social circle, or created by a strong incentive. Can a company or brand use social media to create a new path for itself?

© 2010 Valeria Maltoni. All rights reserved.

Comments

[Brian Driggs]

Here's what I think about about users/customers liking brands better once they've interacted with them socially.

Initially, users find communities centered around a common product, service or brand. They share what they know as they learn more and more. Those who are passionate believers inspire others along the way. The whole thing goes nuclear.

Eventually, those users who get together around a brand, turn into something of brand ambassadors. We organize our OWN events around the brand or whatever. One day, we decide that we're tired of only getting together to see each other in person one weekend a year. We start inviting each other to weddings.

When that's not enough, we come up with excuses to get together. We create our own events with ridiculous names like "Hammars" and fly in to stay at each others' homes in different cities every year; slowly growing that event until, next thing you know, Dan's got a dozen people from all over the country he's only met in person ONCE spending the weekend at his place in Phoenix.

They start arriving Thursday morning, actually.

And that's what we do when your brand ISN'T EVEN PART OF THE CONVERSATION.

Just a little food for thought. Yes, people are talking about you whether you're there or not, but there are some people out there who just LOVE what your company stands for. What have you done for them lately? Why not ask them?

[Wendy Peters]

Good point Brian! To build on that, if people don't know what you've done for them lately, or for their community, today's social web is a great way to tell them a little bit about it.

Although it's a great start, simply joining the conversation isn't enough to effect change in people's behaviour IMO. But conversing with them and sharing in common interests, goals, causes, etc. goes a long way. If there's a company participating alongside the rest of us, well, they're no longer just a company I may or may not buy a product from. They're a part of the community. And I support my community.

[Valeria Maltoni]

@Brian - I'm so glad you found the opportunity to comment. This site is poorer when we don't hear from you. Thank you. Provide the platform seems to be one of the better ways to engage with customers. And to follow up on your note about reaching out to customers who love you. What have you done for your employees lately? Things have been tight and super busy and people are run down. Give them some love, least you can do for their efforts. Don't you ever take your own community for granted.

@Wendy - being interested in what they have to say does go a long way. In fact, we miss having a physical community in many instances and when we're passionate about a brand, we may find reason to meet with each other face to face to rediscover that connection. Businesses are thinking leads right now, and this feels too long term, I think.

[Brian Driggs]

Thank you for the compliment, Valeria. It's been a tough couple of weeks, let me tell you.

I like how you tie it in to the workplace too. Not only do the members of the orchestra need to see the conductor, but what happens if they don't hear the other players? Something very special is lost.

As for brands providing the platform, sometimes the passionate customers have to recognize that they are capable of changing direction must faster than the brand. Sometimes, we need to build that cathedral for them. If everyone would please bring a brick and put it here, we can begin. ;)