Social marketers may develop deeper bonds with consumers

Social network marketing efforts may fulfill more than the simple buying needs of consumers. According to a recent study from Communispace, social marketers may develop deep bonds with consumers because of the social aspect of their marketing plans.

by Kristina Knight

The study bases most of its information on Maslow's Hierarchy of Needs philosophy. By giving consumers more than the simple nuts-and-bolts of product or service information, social marketers are likely to build stronger ties to the consumer, thereby increasing campaign life and building strong customer-business ties that are likely to last for years.

Here is how the study says the bond develops.

First, by offering consumers a place to define themselves but still offering some anonymity. Consumers can create profile pages on social networks, becoming anyone they want. However, though they create an identity they don't have to share their physical addresses or contact information and, really, can become anyone they want in the online environment.

Second, social networking allows users to help other people. If another consumer is looking for X-product, a user can point them toward a product they have used and liked. This creates a deeper sense of society because users can "friend" other users who have similar interests, backgrounds or working environments.

By creating a branded microsite within a social network, marketers can create these deep bonds with consumers, too.