52% of Consumers Think Voicing Opinions on Social Networking Sites Can Influence Brands
More than half of consumers surveyed sponsored by Performics and conducted by ROI Research think that voicing their opinions on social networking sites can influence business decisions of companies/brands.
Perfomics revealed the results of its “S-Net: The Impact of Social media” study earlier this week. It aimed to reveal “the inherent differences in why and how people use social networks among various categories.”
The report outlined some best practices for marketers aiming to make the most of social networks:
• Understand your customer base and their desired levels of brand interaction
• Create and adapt strategies to meet participation expectations
• Allocate time and resources to the most relevant and appropriate social networks
• Regularly monitor and measure social network activity
• Adjust strategies and tactics as necessary to optimize engagement
One of the major findings of the study is that 52 percent of respondents strongly or somewhat agree that voicing opinions on social networking sites can influence the business decisions of companies/brands.
Another finding is that 31 percent of respondents purchase more from companies/brands that they like/follow than from companies/brands they don’t like/follow.
Additionally, 53 percent of respondents said products, services or companies should communicate with fans on social networking sites at least once a week.
Nearly a quarter, or 24 percent, of respondents said they’ve made a purchase as a direct result of something posted on a social network.
Meanwhile, 59 percent of respondents use social networks to compare prices, and 56 percent use social networks to talk about sales or specials.
Clearly, companies/brands are wanted and relied upon on social networks.
“Customers expect, and are already participating in a two-way dialogue,” said Diana Middleton, CEO of Performics. “It’s imperative for marketers to listen to customers and adopt strategies that engage them in every channel of their media mix — across all platforms, devices and screens.”
The report delves deeper into 18 specific industries, including alcoholic beverages, apparel, automotive, electronics, entertainment, personal care, telecommunications and travel.
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