Do Consumers Want Brands To Slide Into Their DMs?

Summary

MarTech Podcast ™ // Marketing + Technology = Business Growth
Episode: Do Consumers Want Brands To Slide Into Their DMs?
Release Date: April 29, 2025
Host: Benjamin Shapiro
Guest: Scott Morris, Chief Marketing Officer at Sprout Social

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Introduction

In this episode of the MarTech Podcast ™, host Benjamin Shapiro engages in an insightful discussion with Scott Morris, the Chief Marketing Officer at Sprout Social. The conversation centers around the evolving dynamics between marketers and consumers on social media platforms, specifically focusing on the effectiveness and consumer reception of brands initiating direct messages (DMs).

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Understanding Consumer Preferences in Social Media Engagement

Scott Morris begins by addressing the core question: Do consumers want brands to slide into their DMs? He presents findings from a recent survey conducted by his team at Sprout Social, which examined consumer behavior and expectations in their interactions with brands on social media.

“The most memorable thing a brand can do on social is to respond to customers. They expect really fast personalized responses and care they'll go to a competitor if you don't.”
— Scott Morris [02:06]

Scott emphasizes that while consumers value and even expect personalized responses from brands, unsolicited or unprompted DMs are generally unwelcome. Instead, consumers prefer initiating conversations, allowing for more organic and meaningful interactions.

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Personalized Responses vs. Unprompted Outreach

Delving deeper, Scott Morris distinguishes between responsive engagement and proactive outreach:

• Personalized Responses: When a consumer reaches out to a brand, a swift and tailored response can significantly enhance brand loyalty and trust. This approach aligns with consumers' desire for authentic and considerate interactions.

• Unprompted DMs: Initiating unsolicited DMs can be perceived as intrusive. Consumers are less receptive to brands reaching out without prior interaction, as it may feel like an unwanted intrusion into their personal space.

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The Dating Metaphor: Building Relationships Genuinely

To elucidate his point, Scott employs a dating metaphor, likening brand-consumer interactions to the early stages of a romantic relationship.

"It's like dating. You’ve got to play it cool at first. Say hello, 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."
— Scott Morris [02:48]

This analogy underscores the importance of patience and genuine interest. Just as in dating, rushing or forcing interactions can be counterproductive. Instead, brands should focus on building trust and understanding consumers' interests before steering conversations towards marketing objectives.

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Effective Strategies for Brand Engagement on Social Media

Drawing from the discussion, Scott Morris outlines key strategies for brands to enhance their social media engagement:

1. Responsive Communication: Prioritize responding to consumer inquiries promptly and personally to foster loyalty.

2. Organic Interaction: Encourage conversations initiated by consumers rather than imposing unsolicited outreach.

3. Timing and Relevance: Ensure that interactions occur at appropriate times and are relevant to the consumer's interests and needs.

4. Clear Call to Action: When conversations naturally evolve toward marketing goals, integrate clear and compelling calls to action without disrupting the flow of interaction.

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Key Takeaways and Insights

• Consumer Autonomy: Consumers prefer having control over when and how they engage with brands on social media. Brands should respect this autonomy by avoiding unsolicited DMs.

• Building Trust: Authentic and timely responses to consumer-initiated interactions are crucial in building and maintaining trust.

• Strategic Engagement: Brands should adopt a strategic approach to social media engagement, focusing on quality interactions rather than quantity.

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Notable Quotes

• “The most memorable thing a brand can do on social is to respond to customers. They expect really fast personalized responses and care they'll go to a competitor if you don't.”
  — Scott Morris [02:06]

• "It's like dating. You’ve got to play it cool at first. You’ve got to say hello, 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."
  — Scott Morris [02:48]

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Conclusion

In this episode, Scott Morris provides valuable insights into the delicate balance brands must maintain in their social media strategies. By prioritizing responsive and personalized interactions over unsolicited outreach, brands can cultivate stronger, more trust-based relationships with their consumers. The discussion highlights the significance of understanding consumer preferences and adapting engagement strategies accordingly to drive business growth and enhance brand reputation.

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Further Resources

• Connect with Scott Morris: LinkedIn Profile
• Sprout Social Research on Consumer and Marketing Behavior: sproutsocial.com

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Transcript

[Benjamin Shapiro]

The Martech Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast, I Hear Everything delivers podcast production, growth and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit iheareverything.com.

[Scott Morris]

From advertising to software as a service to data across all of our programs and clients, we've seen a 55 to 65% open rate. Getting brands authentically integrated into content performs better than TV advertising. Typical life span of an article is about 24 to 36 hours. We're reaching out to the right person with the right message and a clear call to action. Then it's just a matter of timing.

[Benjamin Shapiro]

Welcome to the Martech Podcast, a member of the I Hear Everything Podcast Network. In this podcast, you'll hear the stories of world class marketers that use technology to drive business results and achieve career success. Here's the host of the Martech Podcast, Benjamin Shapiro.

[Scott Morris]

I'm Benjamin Shapiro, and joining me to discuss the difference between what marketers think and what consumers actually want from social media is Scott Morris. Scott is the Chief Marketing Officer at Sprout Social, which is a social media management and analytics platform. And his team recently surveyed a group of customers, social practitioners, and marketing leaders to uncover how consumer relationships are changing and how that's different than what social media platforms want. And today we're going to discuss those findings and how marketers can break through the noise. Scott, that said, I want to move on to our lightning round where I'm going to ask you some quick hit questions about social media trends and consumer behavior. Are you ready?

[C]

I think so.

[Scott Morris]

All right, here we go. Buy or sell? Are you buying or selling that consumers want brands to slide into their DMs?

[C]

Well, I think maybe I would say I'm buying it, but maybe not when it comes to unprompted DMs. Again, looking back at the research, it showed that the most memorable thing a brand can do on social is to respond to customers. You know, we use your Traeger example. They expect really fast personalized responses and care they'll go to a competitor if you don't. So I do think that personalized responses can build brand loyalty and trust, but I don't think people necessarily want you to slide into their DMs unprompted, but I think that is where they want to have conversations with you, especially when they're initiating the conversation.

[Scott Morris]

There's a dating metaphor here. You got to play it cool at first.

[C]

Yeah, that's true.

[Scott Morris]

You got to say hello, 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. Unless it is a direct request for action. And then you have to be more upfront, but be responsive and jump on the opportunity when it unearths itself. And I'll stop with the dating metaphor right there.

[C]

That's a good analogy.

[Scott Morris]

All right, and that wraps up this episode of the Martech Podcast. Thanks to Scott Morris from Sprout Social for joining us. If you'd like to get in touch with Scott, you could find a link to his LinkedIn profile in our show Notes. Or you could read Sprout Social's research on consumer and marketing behavior by visiting their website, sproutsocial.com and if you haven't subscribed yet and you want a daily stream of marketing and technology knowledge in your podcast feed, hit the subscribe button in your podcast app or follow us on YouTube. All right, that's it for today, but until next time, my advice is to just focus on keeping your customers happy. Foreign.

[Benjamin Shapiro]

Thanks for listening to the Martech podcast and I hear everything. Production Looking to launch or scale a podcast like this one for your brand? Then visit iheareverything. Com.