April 16, 2009

The Social Tools Consumers Want From Their Favorite Brands

by Josh Bernoff

with Cynthia N. Pflaum, Emily Bowen

Executive Summary (This is a document excerpt)

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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