Online Re-Tales

One Man’s Multi-Channel Marketing Blog

What If Your Customers Aren’t “Social”?

I received an email the other day from King Arthur Flour asking me to fill out a brief survey in exchange for $5 off my next order of $40+.  (You can view the survey here.)  Interestingly, question # 5 asks their email subscribers to select which “social” sites they’ve visited in the past 3 months.  What happens if the overwhelming majority of their customers click none of the above?  (I have an interesting feeling that that may be the case, but I may be wrong).  Many marketing pundits say we need to set up myspace and facebook pages.  We need to be actively involved in social media.  But what happens if your customers aren’t using these services.  Does it make sense to even spend the internal time & resources to do so, especially if your customers are not there.  If your current customers aren’t there, then do you think your prospects are?


June 11, 2008 - Posted by | Social Media | ,


  1. […] Follow-Up On Social Networks In a follow-up to yesterday’s post about social networking, according to Multichannel Merchant Heather Dougherty, director of research at Hitwise tells us […]

    Pingback by A Follow-Up On Social Networks « Online Re-Tales | June 12, 2008 | Reply

  2. That’s a great point. I think anyone interested in internet marketing tends to think the whole world is as crazy about social networks as they are. But we’ve done two surveys on this topic, asking internet marketers about social networks. And we got the same result this year and last year: 70% aren’t interested in social marketing and don’t want to try it. And these folks are meant to be the ones leading the way. From looking at sites like Twitter, Digg and LinkedIn, it seems the bulk of activity is conducted by a small fraction of people.

    Comment by julie power | June 19, 2008 | Reply

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