STAMFORD, Conn.—Brands seduced by the hype around social media risk alienating their customers, according to a report by Pitney Bowes Inc. (NYSE: PBI) called The Customer Dance: When to Lead and When to Follow. By investing time and money in social media interaction, marketers may be out of step as customers prefer that brands focus on the basics of their customer communications.
The Pitney Bowes survey asked more than 6,000 consumers in the US and Europe about which activities inspire repeat purchases and brand loyalty. When asked....