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

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).

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.

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.

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.

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.

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.

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]

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.

Further Resources

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

If you enjoyed this episode, subscribe to the MarTech Podcast ™ on your favorite podcast platform to stay updated with the latest insights in marketing and technology.