Social Sites Help Consumers Connect With Brands and Products
Thirty-seven percent of respondents to a recent social media survey said they learned about a new product or service from a social networking site, and 32 percent recommended a product/service/brand to friends via a social networking site.
These results appeared in a recently published study from ROI Research: "S-Net (The Impact of Social Media)." The report was sponsored by Performics, the lead performance marketing arm of Publicis Groupe, and explores how social media permeates consumers’ lives and affects communication, shopping and other activities. Despite increased industry chatter over privacy concerns, the findings illustrate how social networks continue to drive changes in consumer behavior online and offer insights for marketers seeking to capitalize on emerging social media opportunities.
The study of 3,000 U.S. social network users tackled general behaviors and platform preferences for social sites, as well as how social sites affect family and friend relationships, and consumer attitudes towards brands and products.
Findings from the study include the following:
- 50 percent of Facebook users click on Facebook ads to “like” a brand;
- 32 percent of Twitter users re-tweet content provided by a company or product;
- 90 percent of respondents said at least some companies and/or products they're fans of on Facebook are doing good jobs providing relevant content — more than a third said most or all of them were doing a good job;
- 49 percent of respondents expressed a strong desire to get more printable coupons from companies on Facebook, 46 percent want to be notified of sales and special deals there and 35 percent want to learn about new products.