In the social space so many brands are focused on building ‘likes’, ‘mentions’ or ‘retweets’ that they are missing out on the true potential of social media. Rather than treating social networks as another part of the marketing scheme, used to drive traffic or sales, some experts believe social is better utilized to drive actual conversation and build a loyal customer base.
One platform which helps brands build social loyalty is Badgeville, which uses social gaming techniques to drive behaviors across multiple platforms.
“The first generation of social media was pageview analytics, second generation about getting likes or fans,” said Kris Duggan, CEO, Badgeville. “This generation is about the health of users to your site or social profile. Brands need to manage qualitative metrics, rather than just sheer numbers of consumers. They need to know how those consumers can be better engaged with the brand as a whole.”
In other words, brands need to be focused on building a loyal customer based through social spaces. Those loyal consumers won’t just visit one time, they will become repeat consumers who truly want a brand’s products or services. Those loyal consumers will, in turn, advocate for their favorite brands.
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