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Let’s talk about sales. Customers don’t care about our online brand conversations.

The desire for customers to have personal relationships with brands remains the greatest myth pushed by today’s online marketers.

Then there’s the assertion that increased engagement will lead to stronger relationships.

Mmmm, not necessarily. Chatty versus cheap toothpaste, who wins the deal?

Social engagement can lead to customer loyalty or a win in an apples to apples situation (up to 15% of customers, says Gartner). But ultimately, if there’s a significant value difference between competitive offerings, the conversation won’t carry day.
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