What Is The Customer Really Using Social Media To Accomplish?

My colleague Mark Sprague found interesting research from IBM demonstrating the disconnect between what companies wish their customers/consumers were using social media for and what they are actually using it for.

Perhaps if we gain a better understanding of customer/consumer behavior, we can focus our marketing activities to achieve our marketing objectives. Or is that too obvious.

(click on the image to enlarge it)

socialmediause

Mitch

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