Social marketers still missing the mark

Social Marketers Still Aren’t Giving the People What They Want

Sprout Social found a disconnect between brand priorities and consumer desires

It would be interesting to know more about the survey respondents as not all brands and their customers fit in with Facebook. The article talks about audiences engaging but not sharing so its unclear how they are defining engagement. If they are commenting it is unclear whether companies are responding and building relationships and respecting the customer conversation. 

Companies still aren't being strategic with their social presence. It requires understanding the customer, the experience, the social channel and the company's objectives. There is a lot of potential in the use of social if its used strategically and not just as a game to measure likes and shares.

Social Marketers

Writing to be read

Tests have shown that a sentence of eight words is very easy to read; of 11 words, easy; of 14 words, fairly easy; of 17 words, standard; of 21 words, fairly difficult; of 25 words, difficult; of 29 or more words, very difficult; so this sentence with 54 words, counting numbers, is ranked impossible.”

The 50 most frequently looked-up words by readers of The New York Times (1/1/2010 through 5/26/2010)(Alphabetically, not by number of look-ups)
 
alacrity — antediluvian — apoplectic — apostates — atavistic — austerity — baldenfreude — canard — chimera — comity — crèches — cynosure — démarche — desultory — egregious — epistemic — ersatz — feckless — hegemony — hubris — incendiary — inchoate — Internecine — jejune — Kristallnacht — laconic — Manichean — mirabile dictu — nascent — obduracy — obstreperous — omertà — opprobrium — overhaul — peripatetic — polemicist — prescient — profligacy — profligate — provenance — putative — redoubtable — renminbi — sanguine — sclerotic — solipsistic — soporific — sui generis — ubiquitous — verisimilitude

If your reader has to look up a word or more they begin to be disconnected to the content; they'll have to read the sentence more than once if they return from looking up the word. And they may think you're speaking over their head and that your content is not meant for them.