Tuesday, March 20, 2012

Deals May Get You in the Door, but They Won't Build Relationships.

2010 & 2011 were all about "deals". Everyone chased the "new & shiny objects" However, there is an increasing concern on the value of the "deal customers". Marketers have avidly sought social-media fans in recent years, often using deals or sweepstakes to boost numbers. But are they really attracting the right people? 

Data from social-media analytics firm Colligent suggest many brands have attracted lots of deal seekers. And while these consumers may be profitable, they're not the most-effective brand advocates, according to some analysts and social-media executives. 

Brands that build fan bases using sweepstakes "end up with a very difficult time trying to get those fans to engage," said Justin Kistner, director of social products at analytics firm WebTrends. "They were never with your brand in the first place. They just wanted a chance to win that iPad," he said. "We call it garbage fans." 

Twitter now is even touting its relative lack of deal-seekers among brand followers as a selling point vs. Facebook. 

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