That is the ultimate question.  What benefits are followers expecting to get when they follow their favorite brands on Twitter or Facebook?  Well according to MarketingSherpa’s recent study, it’s not just to find deals, specials or sales!  Of course this is the one of the most important reasons for certain groups of followers, but not for all.

MarketingSherpa has found that if a user has over 500 connections, they are less interested in hearing about deals from brands.  But instead these people are more interested in learning about new products, features or specials.  These users want a deeper level of engagement with a brand, so then they can spread the word to their 500+ followers.  Brands should identify these influencers and ensure they are giving them what they want.  Provide social media content that has a balance between promotions and actual company information that helps to establish and build a brand.  This way you keep both groups of your followers happy!

Keep a look out for my next post, “Identifying Influential Followers”!