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For brands to successfully use social media to help achieve their business goals, they need to move away from simply collecting likes and getting retweets and instead provide relevant, genuine interaction with their customers and brand boosters.
That's the bottom line of a new survey released yesterday at Cannes by Social@Ogilvy, the social-media arm of Ogilvy & Mather, and SurveyMonkey, the online-survey company. The companies polled 5,500 social-media users in 11 countries.
The results of the survey suggests that brands should focus on key "brand promoters" rather than simply active social-media users.