The mystique of Twitter, Facebook and Google+ causes a momentary lapse of reason where businesses are surprisingly acting first and addressing "the why" at a later point in time, if at all. Without careful consideration and strategy, a great wave of stream fatigue, social blindness or far worse, customer unlikes and unfollows in will befall unsuspecting businesses en masse in social media. It will come down to a vital, but fixable disconnect. Businesses are interacting with consumers to socialize rather than learn about customer expectations to in turn, deliver tangible value, improve product experiences, and invest in long-term relationships.
While many brands are designing editorial and engagement programs to encourage consumers to "Like" and follow profiles, view videos, submit user generated content, consumers are simultaneously struggling to find signal against the noise, grappling with stream fatigue and sometimes an overwhelming sense of over connectedness.
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