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Although many companies and marketers have jumped into the social media game with both feet, new research shows they may want to temper their excitement a bit. Thats because, a new poll found that attempts to connect with customers through social media also risks alienating customers if posts are too excessive.

According to a survey by Revelation Research, a marketing research firm, more than half of online customers have connected to a brand online through a social network or email subscription. However, a third of these customers soon break away from these companies on social media. The most surprising finding though, is that once people disconnect from these companies on social media, they view the brand in a negative light and will shop at those establishments less frequently.

[5 Guerrilla Marketing Gimmicks Gone Horribly Wrong]

The survey of 1,500 online customers found that the top reason for this disconnect comes because customers said brands were pushy in their attempt to connect with them. Customers deemed these companies to be excessive in their communications postings. Another reason why customers cut ties with a company included the failure of the company to give value or deals in communications. Still others said they had lost interest in the company while others said they had only signed up to receive updates at the urging of someone else.

"At present, marketers are too cavalier, and even abusive, with their approach to social media relationships because it's a powerful tool which can pay off, but only if used thoughtfully," Nan Martin, managing director at Revelation Research, said. "It's that very thin line between courting and annoying. Right now, some brands are effectively drawing people in, but then undermining their equity by what happens next with their social media activity."

Reach BusinessNewsDaily staff writer David Mielach at Dmielach@techmedianetwork.com. Follow him on Twitter @D_M89.

Copyright 2012 BusinessNewsDaily, a TechMediaNetwork company. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.

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Slow and Steady Wins the (Social Media Marketing) Race

Social Media marketing has some very real benefits when compared to other, more mainstream platforms. First off, its free! Considering that any winery, regardless of its size, can set up and monitor its own Facebook Fanpage and Twitter account at no cost, you can see the appeal. Sure, it takes time and energy to post relevant, topical content and if you want a fancy Landing Page or Like Gate youre going to have to make use of an external company to design one for you (which will have obvious cost implications), but essentially you can be up and running within an hour at no cost.

Another benefit of Social Media marketing is that your message, like a hardy virus, has the means to replicate itself. This ability to go forth and multiply ensures your message will enjoy a greater audience as each fan or follower re-posts and re-Tweets it. And, because the message will come from a trusted source (i.e. their own online friends), these second-hand recipients are more likely to read the post and in turn pass it on.

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Social Media marketing for wineries

REDWOOD CITY, Calif., March 26, 2012 /PRNewswire/ --Wildfire, the global leader in social media marketing software, today announced it will now offer enterprise and consumer brand customers the ability to run video contests on YouTube, the world's largest video platform. With this announcement, Wildfire is the first social marketing company to integrate with Facebook, Twitter, Linkedin and now YouTube that enables brands to drive engagement with consumers utilizing YouTube video contests. Wildfire has seen 100 percent annual growth in the use of video contests over the last two years, as brands leverage contests to engage with consumers and to tap the power of user-generated video content. Wildfire customers ran more than 7,000 video contest campaigns in the last 12 months, generating more than 6.5 million visits.

Companies such as Dairy Queen, Mercedes-Benz, Western Union and Sony have successfully run video contests on Facebook. Extension of the Wildfire suite to support video contests on YouTube brand channels makes it easier for brands to engage users on the site that inspires over 100 million people to take social action (likes, shares, comments, etc.) every week. Brands can simultaneously publish their video contests across not only YouTube and Facebook but also custom branded microsites. Wildfire Social Marketing Suite provides complete analytics and moderation capability to help maximize the impact of the video contest.

Video Contests Among Most Effective Promotion Types

Video contests are a key method of engaging YouTube community members and inspiring all kinds of users to participate. Budding video directors, attracted by the opportunity to gain visibility, channel their creativity into producing unique brand-reinforcing content. Brand enthusiasts are motivated to create content that showcases the things they love about the brand. And YouTube community members are drawn to the contest sponsor's brand channel as a source of interesting, new, and often professional-quality video content.

"Video contests are one of our top three most effective promotion formats in terms of generating user views, which makes sense because people love to watch, share, and vote on videos that others submit," states Victoria Ransom, founder and CEO of Wildfire. "By extending the Wildfire platform to support YouTube, we are pleased to make the benefits of running video contests on YouTube available to our enterprise customers."

"We had great results engaging with consumers through our 'Mini Blizzard Treatment' video contest using Wildfire," said Nick Blissenbach, Digital Marketing Manager, American Dairy Queen Corporation. "We are excited to leverage the Dairy Queen YouTube Channel to extend the reach and engagement of future video contests."

Best Practices for Successful Video Contests

Based on its industry-leading experience with video contests, Wildfire recommends three best practices for running a successful video contest:

About Wildfire

Wildfire is the global leader in social media marketing software, with over 13,000 paying customers worldwide, including 30 of the world's 50 most valuable brands. Wildfire's Social Marketing Suite combines best-of-breed social promotion and advertising software, robust mobile and desktop page management, messaging and sophisticated real-time analytics in one complete platform. Wildfire's powerful and intuitive software allows creative marketers and non-technical managers alike to create social campaigns and pages, communicate with their social audience and measure social media performance. Brands and agencies such as Facebook, Virgin, Amazon, Target and Ogilvy as well as thousands of small businesses use the Wildfire platform to engage with audiences on major social networks, including Facebook, LinkedIn and Twitter. The only social media marketing company to receive an investment from Facebook's fbFund, Wildfire has offices in California, Chicago, New York, London, Paris, Munich, and Singapore. For more information, please visit http://www.wildfireapp.com.

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Wildfire Delivers Social Engagement for Enterprise and Consumer Brands through YouTube Video Contests

23-03-2012 21:10 Ted Rubin, Chief Social Marketing Officer at Collective Bias (collectivebias.com shares his thoughts on what it takes for large enterprises and brands to successfully make the transition to social. From SXSW 2012

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Ted Rubin, Chief Social Marketing Officer at Collective Bias on How does business adapt to social? - Video

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