Do consumers want brands to slide into their DMs?
- Part 1Social disconnect between brands & consumers
- Part 2 Do consumers want brands to slide into their DMs?
- Part 3Are AI-generated influencers a trend or trash?
- Part 4Responding quickly or providing the right answer to customer questions?
- Part 5Double down on a top-performing social channel or diversify efforts across multiple channels?
Episode Chapters
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00:37: Buy or Sell -- Brands sliding into DMsExplores whether consumers actually want brands to initiate direct message conversations on social media platforms and the appropriate context for these interactions.
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01:05: Consumer expectations for brand responsesDiscusses research findings showing that consumers expect personalized, prompt responses from brands when they initiate conversations, with a focus on building trust through responsive communication.
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01:45: The right approach to social messagingCompares brand-consumer social media interactions to dating, emphasizing the importance of reading signals, being responsive to direct requests, and developing relationships gradually rather than being overly aggressive.
- Part 1Social disconnect between brands & consumers
- Part 2 Do consumers want brands to slide into their DMs?
- Part 3Are AI-generated influencers a trend or trash?
- Part 4Responding quickly or providing the right answer to customer questions?
- Part 5Double down on a top-performing social channel or diversify efforts across multiple channels?
Up Next:
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Part 1Social disconnect between brands & consumers
Social media creates a disconnect between brands and consumers. Scott Morris, CMO at Sprout Social, shares research revealing how consumers use social platforms as discovery engines and customer service channels. Brands must balance cultural relevance without chasing every trend, maintain platform diversification to reach audiences authentically, and deliver personalized interactions within 24 hours to prevent customers from switching to competitors.
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Part 2Do consumers want brands to slide into their DMs?
Social media marketing faces a consumer-brand disconnect. Scott Morris, CMO at Sprout Social, shares research revealing the gap between marketer assumptions and actual consumer preferences on social platforms. His data shows consumers expect personalized responses in DMs when they initiate contact, but resist unprompted brand messages, highlighting how timely, relevant engagement builds loyalty while intrusive approaches damage relationships.
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Part 3Are AI-generated influencers a trend or trash?
Social media marketing faces a growing disconnect between brands and consumers. Scott Morris, CMO at Sprout Social, shares research on how consumer relationships are evolving differently than what platforms intend. He explores the controversial rise of AI-generated influencers, revealing split consumer sentiment while highlighting how younger generations show greater openness to artificial brand ambassadors. Morris also discusses how brands can effectively navigate these changing dynamics to break through increasing social media noise.
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Part 4Responding quickly or providing the right answer to customer questions?
Social media response speed vs. accuracy: which matters more? Scott Morris, CMO at Sprout Social, shares research on the disconnect between marketer perceptions and actual consumer expectations. Morris reveals that two-thirds of users expect responses within 24 hours and explains how AI can handle routine inquiries while allowing marketers to focus on authentic, personalized engagement that requires human touch.
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Part 5Double down on a top-performing social channel or diversify efforts across multiple channels?
Social channel strategy: focus or diversify?nnScott Morris, CMO at Sprout Social, shares research on the disconnect between marketer assumptions and actual consumer preferences on social platforms. He advocates for strategic platform diversification based on audience demographics while emphasizing the importance of mastering primary channels before expanding. Morris recommends using social listening to track relevant conversations across networks and aligning channel selection with specific brand goals rather than attempting omnipresence.
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