People who follow a brand on Facebook or Twitter are more inclined to shop that brand or recommend it to others, according to a new report by Chadwik Martin Bailey. The study, released on March 16th, showed that consumers were up to 67% more likely to recommend or buy products from a brand after following it on social networking sites.
The survey of over 1500 consumers showed that the top reason to friend a brand on Facebook was to receive discounts, followed by simply being a customer of the company and a desire to show others that they support the brand. Twitter users were more likely to follow a brand to receive real-time information and preferred offers; only 2% of respondents followed brands on Twitter to show their support.
The study also revealed negative consumer attitudes about brands that aren’t engaging in social media. When asked, “What does it say about a brand if they are not involved with sites like Facebook or Twitter?” they said:
“It’s EXPECTED that a company have some digital face – whether it’s on FB or Twitter I don’t know – but they need a strong electronic presence or you doubt their relevance in today’s marketplace.” (Female 50-54)
“Either they are not interested in the demographic that frequents Facebook and Twitter or they are unaware of the opportunity to get more exposure in a more interactive method.” (Male 35-39)
“It shows they are not really with it or in tune with the new ways to communicate with customers.” (Female 18-24)
“If they’re not on Facebook or Twitter, then they aren’t in touch with the “electronic” people.” (Female 55-59)
“While social media is not the silver bullet that some pundits claim it to be, it is an extremely important and relatively low cost touch point that has a direct impact on sales and positive word of mouth,” said Josh Mendelsohn, a vice president at Chadwick Martin Bailey. “Companies not actively engaging are missing a huge opportunity and are saying something to consumers — intentionally or unintentionally– about how willing they are to engage on consumers’ terms.”
What’s your take? Have you followed a brand on Facebook or Twitter? Why?
(Images: Chadwik Martin Bailey, eMarketer)