The fact that consumers are increasingly utilizing social media tools is not subject to dispute.  However, what they are seeking and their expectations for vendors are matters that require further consideration.
In June 2010 we ventured to explore these issues through a consumer survey.  Recently, Strativity published its “Discovering the Social Media”study which highlighted the issues of importance to consumers.

1. Social media is still by and large a private space.  Many consumers stated their lack of interest in dealing with commercial messages while using social media. With this in mind, companies should exercise caution when approaching prospects or customers via these mediums as the use of advertisements and proactive engagement may create ill will and negative feelings. Companies should be cognizant of the principle that simply because consumers engage a vendor via social media does not mean that they are willing to be subject to commercial advertisements.

2. Consumers are beginning to notice the presence of obstacles hindering their social media engagement. As illustrated in the graph below, consumers cite lack of time along with excessive junk and commercial messages as impediments to greater adoption of social media. As the study highlights, intrusive corporate activity can exacerbate this situation. It would behoove companies to approach social media with caution and exhibit respect for prospects and customers.

Obstacles to Social Media Adoption 

3. The vast majority of consumers do not expect social media to replace existing communication channels such as sales, marketing and customer service.  At best, companies should use social media to augment and complement traditional channels.  Companies should not build a business case premised on reducing service costs to justify investments in a social media strategy.

4. Consumers cited interactive fun and discounts as the reasons for interacting with vendors via social media. Pure product and service promotions were not high on their preference list.

5. Small businesses and local businesses were more welcomed by consumers.  Due to the intimate relationships that social media provides, we have identified a consumer desire to connect with smaller, local businesses.  This would seem to fit with the social media concept of “my community.”

Not surprisingly, consumers that were identified as promoters of certain brands (based on Net Promoter scores – those willing to strongly recommend a product or service) were more likely to welcome vendor engagement in their social media activities.  Trust in those brands leads to greater consumer willingness to allow companies into more intimate (social media) environments of a consumer’s life.

The voice of consumers delivered a clear message that “just because we are out there in social media does not mean that you are invited.” Vendors need to earn their right to enter this semi personal space of consumer.  Some will find this description a bit odd considering all the exhibitionism in social media channels.  Well for those cynics among you, just remember the recent response to Facebook’s new privacy rules. Simply because something is free and open, does not mean consumers are willing to let anyone do anything to them.  They still have expectations and demands, even from free services!

For vendors, it is important to remember that consumers demand respect, relevance and control over their experience.  After all, these were the channels that equalized consumer power with that of vendors and they are not planning to let go of this control any time soon!

Lior Arussy is the president of Strativity Group a global customer experience research and consulting firm.  He is the author of Customer Experience Strategy – The Complete Guide From Innovation to Execution (2010).

 Follow Lior on Twitter @LiorStrativity