More essential reading from Razorfish on the way consumers engage with brands in the digital world. One of the most interesting findings was that 44% of ‘connected consumers’ follow a brand on Twitter for exclusive deals or offers. In the words of the authors, “The myth of marketing-free social spaces is just that.” I guess this explains Dell’s amazing success on the site. It also re-affirms to me that there is no one recipe for success on Twitter – you need a mish-mash of offers, insights, breaking news, engagement and customer service delivered in a more friendly way than most corporate comms. What might work for one brand might not for another.

• Can Social Ads Do Better Than Display Ads?
• Viral Marketing through Social: No Free Lunch
• Have Social Graph, Will Travel
• Social Media: The Last Quarter Mile of Customer Relationship Management
• Ten Ways to Make the Twitterverse Work for You