The Social Tools Consumers Want From Their Favorite Brands

April 16th, 2009

Cynthia N. Pflaum

Josh Bernoff

With contributor:

Emily Bowen

Summary

More than half of online tweens and teens and 42% of online adults want to see a social application from their favorite brands. For example, one in four US online adults want to see discussion forums from brands they like, while more than one-third of teens want profiles on social networks. You should provide them with multiple ways to connect with your brand. To keep these enthusiasts engaged, you should address their issues online, respond to their comments in real time, and partner with agencies that have experience maintaining fan relationships.

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