Do Consumers Want Brands to Slide Into Their DMs? Social Media's Disconnect

Introduction

In this episode, Benjamin Shapiro interviews Scott Morris, Chief Marketing Officer at Sprout Social, about the disconnect between what marketers think consumers want on social media versus what consumers actually prefer. Sprout Social, a global leader in social media management and analytics software, recently conducted research surveying customers, social practitioners, and marketing leaders to uncover changing consumer relationships and expectations on social platforms.

The DM Dilemma: When to Engage Directly

One of the most revealing insights from the conversation addresses whether brands should proactively message consumers through direct messages. Morris takes a nuanced position on this question: "I'm buying it, but maybe not when it comes to unprompted DMs." The research shows that while consumers appreciate personalized interactions, they generally prefer to initiate the conversation rather than having brands reach out unprompted. This highlights an important boundary that marketers should respect when developing social engagement strategies.

Response Time and Personalization Matter

According to Sprout Social's research, the most memorable thing a brand can do on social media is to respond to customers. Morris emphasizes that consumers expect "really fast personalized responses and care" when they reach out to brands. The stakes are high—consumers will switch to competitors if their expectations for timely, personalized responses aren't met. This finding underscores the critical importance of social media as a customer service channel, not just a marketing platform.

Building Relationships Through Authentic Engagement

The conversation reveals a dating-like dynamic in brand-consumer relationships on social media. As Shapiro aptly compares it to dating: "You gotta play it cool at first... start a conversation, see what their interests are, and then eventually, over time, you can find a way to move the conversation in the direction you want it to be." This approach emphasizes the importance of building rapport before attempting to convert or sell. For marketing professionals, this means investing in relationship-building content and interactions before pushing promotional messages.

The Exception: Direct Requests for Action

Both Morris and Shapiro acknowledge that there's an important exception to the "play it cool" rule: when consumers directly request information or assistance. In these cases, brands should be "more upfront" and "responsive and jump on the opportunity when it unearths itself." This requires social media teams to have systems in place for quickly identifying and responding to direct consumer inquiries—a capability that platforms like Sprout Social are designed to facilitate.

Key Takeaways for Marketing Professionals

The research from Sprout Social reveals a significant opportunity for brands to differentiate themselves through their social media response strategies. While many marketers focus on creating and pushing content, the data suggests that responsive engagement may be more valuable for building consumer relationships. For marketing technology leaders, this means investing in tools and processes that enable quick, personalized responses to consumer-initiated conversations rather than focusing exclusively on outbound messaging capabilities.

Conclusion

The conversation between Shapiro and Morris highlights a fundamental truth about social media marketing: consumer preferences often differ from marketer assumptions. As platforms evolve and consumer behaviors change, successful brands will be those that listen carefully to what consumers actually want—responsive, personalized interactions when they reach out—rather than pushing unwanted messages. As Shapiro concludes the episode with his signature advice: "Just focus on keeping your customers happy." For social media marketers, this means respecting boundaries while being exceptionally responsive when consumers initiate engagement.