There are several reasons why people connect with businesses via social media, from an interest in learning about new promotions to the desire to show fan support, according to the results of a recent study, Practical Ecommerce reported on January 3, 2012.

The news source highlighted the findings of a Chief Marketing Officer (CMO) Council survey that collected responses from 1,300 consumers on the reasons why they choose to connect with brands on social media websites like Facebook. To conduct this research, the CMO Council worked with the social media marketing company Lithium.

What the companies found was that overall, 65 percent of respondents are connecting with brands to take advantage of promotions, contests and games, according to the news source. In addition, 55 percent of consumers have an interest in learning about new products, while 38 percent want to show that they are true fans.

While 8 percent of respondents have a desire to complain to brands about a negative experience, more consumers had an interest in relaying positive feedback, the news outlet stated. For instance, 32 percent of survey participants want to connect with companies to say something nice about a great experience and 27 percent of individuals simply like businesses’ campaigns. Meanwhile, 13 percent of consumers were online in search of feedback or support.

For businesses, all of the consumer data the CMO Council discovered via their survey can translate to an opportunity for social learning, as it provides insight into customers’ habits. It also shows what many of these individuals expect in return from brands for their online loyalty.

"The social brand explosion has created a wave of loyalty among social consumers who are eager to show their support and share their experiences with others online, but this loyalty comes at a cost - from savings to games - that consumers see as their social currency," Liz Miller, vice president of marketing programs for the CMO Council, said in a December 8, 2011 press release. "Social can garner significant influence and pull for marketers who can bridge this gap in expectation and execution."

Consumers also revealed how they choose to communicate with brands when they need to. According to the news source, 65 percent send an email, 50 percent fill out a website form and 44 percent call a company’s customer service line by phone. In terms of social media, 33 percent of respondents post on a brand’s Facebook page, 29 percent post on their own Facebook profile and 12 percent tweet using Twitter.

According to the press release, when consumers seek out answers to a problem, they expect brands to reply within 24 hours. A total of 22 percent of respondents want instant gratification, 19 percent want a resolution within hours of reaching out for help and 12 percent do not mind waiting for a few days. However, not all marketing professionals are using social media to provide better customer service, as only 4 percent are taking advantage of the online capabilities provided by these platforms to deliver faster results.

"There is a clear digital divide between marketers and what consumers expect from their brands," said Katy Keim, chief marketing officer for Lithium. "We are leaving the experimentation phase of social and these survey results clearly illustrate what consumers want. Brands who provide their social customers with engaging online experiences, meaningful interactions with one another and rewards for doing so will clearly gain a decisive competitive advantage in 2012."