Nevertheless, a French study shows out that French customers perceive social media marketing to be intrusive, and hence, are reluctant to its raise.
Seth Godin book “Permission Marketing” has changed deeply the way companies interact with companies, promoting one to one CRM techniques, and mainly pull marketing campaigns, asking for the customers’ permission to deliver promotional messages.
Hence, when companies are discussing via social media, there is somekind of disruption that could appear. Of course, a customer could decide whether or not to follow a brand on Twitter or to become a fan of it on Facebook, but still, with community management springing up, brands are listening more and more to what is going on in social media.
However, there are some ways to create bonds with customers thanks to social media marketing without being disruptive. When a customer adds a brand on its Facebook, it is a strong sign that he wants to establish some kind of relationship with the brand.
I believe this feeling of disruption results mainly of the large amount of messages spreaded on social media, which create a lot of noise.