An article in Progressive Grocer reported on a consumer study of digitally connected consumers and found that, “43 percent of those following brands on Twitter do so because of exclusive deals or offers.” By comparison, that soundly beats interesting content, current customers or service support as a reason to follow the brand. The same can be said of Facebook where 37 percent said they follow because of the deals.

The article is not suggesting that building strong relationships with consumers via social networking is not important. Quite the contrary, the message is that building brands will include using the medium to create a great customer experience rather than a one-way ad message communication. The survey concludes that, “Social media tools are pushing greater customer information access, putting more pressure on brands to live up their words with actions.”

Using a good deal or promotion just seems to be the most effective current way to hook the consumer into the complete product experience. Once hooked, consumers can be exposed to content, information and conversations about products that can build and sustain your brand in the “new mainstream.”