What social followers want from a brand

Deals aren't the only thing

Brand marketers want consumers to follow them to build buzz and engagement, but social media users often desire something in return. What they've come to expect is a god deal, but many consumers-including the most active users of social sites-are also interested in deeper engagement. See rest of facts herefrom eMarketer.

My take is that brands that have no compelling difference or specialness have only one bullet in their social gun and that is deals, while brands that are new, different, special and have a compelling story, have the opportunity to pursue and nurture a deeper engagement.

O.D.O.o.O.D.B.