This is a useful infographic by we are social Australia, based on global research from the CMO Council, illustrating just how far apart marketers and consumers are when it comes to expectations of a branded social experience.
In particular, marketers are failing to connect fans with each other. They're not enabling customers to troubleshoot each others' problems. They're missing a trick when it comes to crowdsourcing innovation. And, they're not adequately rewarding loyal fans, providing little incentive for ongoing interaction and support. Reward doesn't have to be financial, it can be as simple as making the online experience more playful, like a game, and more connected.