This story is listed under “Social” because it is the social channels that need to carry much of the content that consumers are demanding and that brands are not providing. Here are the top five items based on the gap between importance to the consumer and perceived brand performance:
- 42% gap – Communicates openly and transparently about how products are sourced and made: 54% to 12%
- 41% gap – Asks people about their needs: 51% to 10%
- 39% gap – Listens and responds thoughtfully: 49% to 10%
- 37% gap – Openly offers information about how the brand performs against competitors: 54% to 17%
- 37% gap – Gives back to the community: 49% to 12%
Notice a trend? These are very soft issues, very human issues, surrounding how people interact with the brands that are important to them. Social is a channel where some of this material is being published and discussed, but many don’t know about it. Even Bayer, which made the switch to the Facebook Global format and consolidated it’s regional pages, has only 234 thousand likes. What would happen to these numbers if healthcare followers could see all of the community work that these companies do?
Source: Marketing Charts