I saw this yesterday in “SmartBrief on Social Media”:
No wonder marketers are confused about how to use social media effectively! The juxtaposition of the two article titles made me laugh. (Actually, the FeverBee.com piece is rather good, offering some creative pointers on how to engage community members.)
Staying with the subject of online communities, this month’s “Quirk’s” piece on the 2009 Globalpark Market Research Software Survey reported that only 17% of companies worldwide manage at least one online community and that 56% have no plans for starting one. (A bit more detail: 60% of small and medium companies say they have no plans, with 41% of large companies responding the same way).
Bottom Line: From their actions, most marketers seem aware of the a fine line between staying attuned to customers and invading their privacy. Sure, an online community is a major investment of both time and money. But there are other ramifications that marketers are having to consider which may be slowing down this new research method’s adoption.