In November 2010, Firefly Millward Brown conducted and released the first global qualitative research on consumers’ general attitudes and behaviors towards brands in social media. The study included in-depth discussions with organizations as well as hundreds of consumers across 15 countries. The results are still valid and provide companies with valuable insights into the right way to navigate social media more effectively. In order to build up your brand through social media and use social media as a research tool, the following 10 rules for engaging customers in social media are recommended:
1. Let the consumer come to you.
2. Be interesting/exciting.
3. Listen first, then talk – foster dialogue.
4. Be relevant and personal.
5. Speak like a friend, not a corporate entity.
6. Offer something of real value.
7. Give up some control to the consumer.
8. Be open, honest and transparent.
9. Give the brand a face – humanize.
10. Let the consumer promote the brand for you.


















