Engaging in back-and-forth dialogue and spreading the word about what others are saying are critically important parts of the Twitter ethos. But research in the 2010 Global Social Media Checkup study by consulting firm Burson-Marsteller indicates that too many companies are doing much more talking than listening.
Nearly 20% of social consumers are now using social networks as their core navigation tool. Rather than using search engines or content hubs such as Microsoft or Yahoo, these consumers are looking for content within social networks and clicking from there. Here’s what that trend means for e-commerce.