Facebook Fans, Twitter Followers More Likely to Buy, Recommend
Consumers who are Facebook fans and Twitter followers of brands are more likely to recommend and buy from those brands than they were before becoming fans/followers, according to a recent study by market research firms Chadwick Martin Bailey and iModerate Research Technologies.
Sixty percent of people who are Facebook fans of brands and 79 percent of people who are Twitter followers of brands are more likely to recommend those brands since becoming fans or followers, the study found. What's more, 51 percent of Facebook fans and 67 percent of Twitter followers are more likely to buy products/services from the brands they follow or are fans of.
The study was based on a survey of 1,500 U.S. consumers 18 years and older, conducted by Chadwick Martin Bailey on Feb. 8-9. iModerate Research Technologies also conducted one-on-one discussions with survey respondents to more fully contextualize their social media behaviors.
The study also found that brands that don't engage in social media are perceived as "out of touch" by consumers. When asked the question, “What does it say about a brand if it's not involved with sites like Facebook or Twitter?” respondents said the following:
- “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