Bad marketing advice abounds. One of my Google alerts picked up an article on using Twitter to tap customer sentiment, which said things like the following:

One key way to get value out of Twitter in terms of a customer service tool is by listening. If you’re able to track conversations related not only to your specific business, but also among potential clients discussing their needs, you will gain invaluable insight into what your clients really want from you.

This can play a huge role in your marketing and sales efforts because you can tailor your offerings to meet the individual needs you’ve witnessed discussion about on Twitter, and take time to focus on what current clients are saying outside of your own interactions.

Why is that such bad advice?  Because, almost without exception, social media CANNOT give you a systematic picture of what your customers want, think, or need, or when they’re satisfied.

How can I make such a bald statement?  Particularly since I’m a social media consultant and I’ve studied social networks for more than 20 years?

Because I HAVE studied social networks and because I’ve looked at the research.

That research shows clearly that you’re probably hearing from 1-5% of your customers on a site like Twitter.

To hear the whole story–and to find out how you can avoid this “social media trap” AND turn it into profits–check out the video we made for you:

http://www.siteproweb.com/launch-video-three

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