Social networks have become a very important part of life of consumers. This statement, often repeated in all articles analyzing how social networks have changed the lives of consumers and how they have changed the structures of social relationship, is not, however repeated less valid or less necessary to remember. Social networks have had a direct effect on consumers and what they say and do. Now we share everything, we mean everything and we all, or so it seems, and above all, we hope that the conversations and relationships are different. We assume that our friends share photos virtually anything on social networks and we assume also that brands will be there all the time waiting to receive our messages and decided to respond.
And that’s where a stress point is created (and one very high) between brands and consumers. Some do one thing, but others expect much more from them. Or what is the same: the expectations placed on what will happen on social networks are very high (at the end of the day, have introduced elements as immediate and speed everyday consumer) while what happens is quite far from that reality (the brands are not able to be so immediate and so fast).