The headline here is truly an open question, because so many within the marketing/PR communities disagree. Here’s the tweet that inspired it:
A brand that replies to my tweet makes more of an impact on me than years and years worth of advertising could ever make.
— Gregg Weiss (@greggweiss) May 21, 2014
Gregg may be considered something of an authority on this issue since he serves as VP of social at MasterCard.
Yet many have other ideas. Just yesterday, for example, a Punchtab study told us that most Millennials only care about such interactions when they involve free stuff or discounts.