A recent report, released by the Chief Marketing Officer Council, has revealed that marketers are finding it difficult to achieve social media success with their current marketing strategies, according to an article published by MediaPost.

The report indicates that there is a difference between what marketers provide consumers via social media and what consumers actually want.

Whilst typical social media marketing strategies rely heavily on good, creative content and the idea of connection to drive likes, consumers have indicated that they actually want perks, savings and exclusive experiences instead.

The CMO Council’s report, titled ‘The Variance in the Social Brand Experience’, features feedback from more than 1,300 consumers and 132 senior marketing executives.

In the report, the CMO Council states: “There’s no question that social media is one of the most highly influential marketing engagement channels we’ve seen.”

The report adds: “The constantly emerging nature of digital media has been pushing the engagement envelope for sometime, but what’s new and different about social media is that it’s now a two-way street.”

It also states that around 55 per cent of consumers have stated that they use brand pages on social media sites – such as Facebook – to find out more about new products; whilst 65 per cent stated that they used these channels to enter contests, promotions or play games.

As a result, the CMO Council has forecast that those brands that gain an advantage in 2012 will be the ones that incorporate games, contests, promotions and other social applications to their overall brand page experience.

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