What are your customers looking for through social media?

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According to research performed by Pivot Conference, Marketers believe the highest consumer priorities on social media are insights for buying decisions (59%) and customer service (58%). Consumers actually place the highest value on deals and promotions (83%) and rewards programs (70%). So why the disconnect? Marketers aren't asking. Why assume? Just ask.
Have you performed research with regard to social media content? Why not?

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