Chart - Germans' Brand-Related Social Media Expectations

While a majority were consumers of content, a substantial minority also shared and interacted with brands on social media: 29.6% shared posts and 26% commented on the sites.

Nearly all brand fans (85.6%) expected to be kept up to date with current information and news about their chosen brands, while a smaller percentage expected custom content (57.8%), direct contact and interaction (45.8%), and exclusive social media deals (41.0%). Read the rest at eMarketer.