The Pontiflex CPL Blog

There’s a lot of advice out there about how to best use Facebook and other social media to a brand’s advantage. Generally accepted best practices would say “dialogue, engage, converse!” – across every available platform. But new research from Razorfish (and thanks to the folks at MediaPost for the summary) shows that what people are looking for may not be ’shared connections,’ but – to every direct response marketer’s glee – deals.

Says Garrick Schmitt, Razorfish group VP of experience planning and editor of the study,  “What we’re finding is that with Facebook and Twitter, marketers are assuming some deeper dialogue, but what’s really going on is — people want deals.”

Some highlights from the study:

• 44% of people surveyed follow brands on Twitter to get exclusive deals
• 37% of people surveyed have “friended” a brand to get special deals

Interesting stuff from Razorfish. If you’re feeling curious and want to read the whole study, check it out here.