Nearly six out of 10 Americans who use social media interact with companies on social media web sites, according to a September 2008 study by conducted by Opinion Research Corporation for Cone.
“Americans are eager to deepen their brand relationships through social media,” said Mike Hollywood, director of new media at Cone. “It isn’t an intrusion into their lives, but rather a welcome channel for discussion.”
The study brought up some interesting perspectives about how consumers view companies and social media. One of the questions was around whether social media users believe that companies should have a presence in the social media environment. A whopping 93% of those surveyed think that companies should have a social media presence and 92% of American’s surveyed beelive that companies should interact with consumers via social networks.
When asked what sort of role should a company take within social networks the top three responses were Problem Solve (43%), Solicit Feedback (41%) and Provide new ways to interact with brand (37%).
Conspicuously absent from that list is anything to do with sales!
What I found most interesting from the study was when people were asked whether Americans feel different about a brand that they can interact it with via social networks. 56% said yes that they feel a stronger connection with a company they can interact with via social networks and 57% say that they feel better served.
So while American’s don’t want to sales pitches on social networks, they do want to interact with their favorite brands, and they will become a more loyal consumer if they can interact. Marketing promotions on social networks that focus more on the customer service and loyalty will, in the long-run, be more effective than companies that just advertise on social networks.
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Thanks for sharing these stats. I feel that the best part of the post is this sentence, “Marketing promotions on social networks that focus more on the customer service and loyalty will, in the long-run, be more effective than companies that just advertise on social networks.” This post shows what we should be doing and I hope that more people take up that mindset. If they don’t, they’ll be left in the dust.
While the survey obviously has some merit, I think you’re overblowing it just a bit. Odds are that 92% of Americans couldn’t name a social network, let alone tell you what one is.
After a brief glance at their methodology, they admit this was an online-only survey, so the correct qualifier would be: “Of the Americans who found our poll online, 60% use Social Media…” Which is a *HUGE* difference between that and “60% of Americans…”
This is selection bias at best and an incredibly self-serving and biased survey at worst.
Good point Keith. I should have made it clearer that the 92% number referenced the 92% of Americans who use social networks and not 92% of all Americans.
Companies need to understand that the more they interact
with their customers, fans, and advocates the stronger their brand becomes in their eyes. Not only that, but its a great way to really LISTEN to the community and find out what people are saying about your brand. By communicating with them on a daily basis, you are making them feel like they are part of the brand (something bigger than themselves.) That will earn you customers for life! Great post. I look forward to reading more!