Private social networks.
In Belgium, the penetration rate of Twitter is very low compared to Facebook (eg. http://www.socialbakers.com/facebook-statistics/belgium). There can be many explanations as the why to, but I argue here that we Belgians are as a group rather introvert (or at least: less extravert than for example the Dutch), which makes that we are social, but more in our circle. Of course, with social networks, this circle can be relatively big, but the idea stays the same.
The question is, how do you get a grip on your customers when they use social media more every day, but in a private circle? Simple: you don’t. The only option is in bringing them the added value, the experiences, the authenticity, the values and the fun they also expect from their real live friends.
Happy ‘nice to meet you’!