I think you're comparing apples and oranges as the 'engagemnet' you're referring to is more 'after sales care/complaints' focused and your Mountain Dew example is more wow-factor/mainstream branding and awareness.
I'd say the consumer would give a crap about a conversation with said representative if they had a product complaint and bad experience with the brand. Furthermore i'm sure they'd prefer to have said conversation on their terms, in real time, and not after waiting on the phone to be connected with them. And that's just pertaining to customer feedback where there is a wrong that needs to be made right.
I also feel like your discounting the power of developing a social relationship (as an awareness tool) by likening it to telemarketing. People opt in (Like/follow) Facebook pages / Twitter pages and if they aren't being provided with value, disconnecting that relationship is as easy as a tap of a finger, on their time, be it while eating dinner or not.
Social should never be underestimated as a powerful passive branding and awareness platform which consumers access on their time, on a medium they are comfortable engaging with.
The difference between get a telemarketing call at dinner time and seeing a promoted post on Facebook is the consumer psychology before the touch point is made, i.e. "fuck off, i'm eating" and "entertain me, i'm bored" respectively.
Comments
I think you're comparing apples and oranges as the 'engagemnet' you're referring to is more 'after sales care/complaints' focused and your Mountain Dew example is more wow-factor/mainstream branding and awareness.
I'd say the consumer would give a crap about a conversation with said representative if they had a product complaint and bad experience with the brand. Furthermore i'm sure they'd prefer to have said conversation on their terms, in real time, and not after waiting on the phone to be connected with them. And that's just pertaining to customer feedback where there is a wrong that needs to be made right.
I also feel like your discounting the power of developing a social relationship (as an awareness tool) by likening it to telemarketing. People opt in (Like/follow) Facebook pages / Twitter pages and if they aren't being provided with value, disconnecting that relationship is as easy as a tap of a finger, on their time, be it while eating dinner or not.
Social should never be underestimated as a powerful passive branding and awareness platform which consumers access on their time, on a medium they are comfortable engaging with.
The difference between get a telemarketing call at dinner time and seeing a promoted post on Facebook is the consumer psychology before the touch point is made, i.e. "fuck off, i'm eating" and "entertain me, i'm bored" respectively.
[grammar edit]