There really needs to be a book about this for CMOs and marketing teams. The don’t realize that the average person doesn’t follow that many companies, if any on Twitter — if anything, they use it to complain. Facebook ads are wildly ineffective, even if you’re b2b. Unless the consumer ALREADY cares about the company, they will hit unfollow or the spam button faster than they can send a snapchat.

And a “fake” Facebook post like sponsored content? UGH. And the average person? Well, I don’t want to swear, but that’s what they do.

Your point about helping customers — and in a sense, becoming a help desk — is where I’ve seen the best companies go on social the last year. Most banks now have a second “help” handle, and I see that as the future. A 24/7 dedicated “help desk” via Twitter and DM.

If you already have the customer, it seems social should be retention.