Brands spend a great deal of time attempting to make strong connections with their customers on social media. However, a recent study by Pear Analytics called 40 percent of Twitter messages “pointless babble.” There was some debate over the accuracy of the study, but whether or not e-commerce brands agree with the findings, it opened the door to discussions about the true value of social media communication.
It is impossible to make every single social media message impactful – there is no way to knock every single message out of the park, every single time. With the right strategy in place, however, e-commerce companies can leverage social media for success. In order to get the most from social communications, brands should treat outlets like Twitter and Facebook as platforms for real-time engagement, rather than simply a soapbox for self-promotion.