<p>If your company has built a large community of loyal customers who frequently interact with your staff and who are a continuous source of new business, you are unusual. Although companies have invested and continue to invest in social business development, most have few concrete results to show for their efforts.</p><p>A new study by Australian communications company Optus reveals that only four percent of consumers interact with companies via social media. Most companies expect to use social media in their business, but most consumers prefer talking with staff when they make a purchase because they receive better service this way. SmartCompany discusses the Optus study and the disconnect between businesses and consumers - social business does not meet consumer needs.</p><p>Image</p><p>Consumers are more likely to purchase from companies that have a positive image. One way to create and promote such an image is to have knowledgeable staff write blogs about their work with your company. When someone starts thinking about making a purchase, they typically research the topic on the web. If your blogs present a thoughtful discussions of the topic and give relevant details of what your company considers important, such material contributes to a positive image.</p><p><a href="http://midsizeinsider.com/en-us/article/social-business-rules-of-engagement">Keep reading...</a></p>