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A recent study by IBM's Institute for Business Value finds marketers and consumers are polar opposites when it comes to connecting via social media. It's fair to assume that this behavior applies to email as well, as email is the original social channel.

The report, "From Social Media to Social CRM: What Customers Want", found marketers thought customers gave much higher weight to the notion that followers mainly used social media to get more information on new products or share their opinions than.

Why did consumers say they followed a company in a social channel? Discounts and purchases.