You need more than just ‘likes’ to get business
Brands should look to increase interaction on social media platforms
A social media presence is not enough to gain lasting custom, says research
Friday, September 2nd 2011 by Matthew Rogerson
Research carried out by Starcom MediaVest Group has shown that brands wanting to gain more out of social media marketing need more than just ‘likes’, they need people to type away and engage with the product if they want long term sales.
In research carried out for Marketing Week, the group found that consumers who most actively use branded social media content are also most likely to maintain a relationship with the brands in future.
Many brands use social media as part of their managed emarketing agenda and 78 per cent of people visiting and interacting with a brand’s Facebook page are likely to continue the relationship by visiting the company’s website or considering a purchase with them. However, only 34 per cent of the people who were unlikely to interact with a brand’s social media presence on Facebook are likely to do the same.
In the survey, respondents were asked to participate in activities requiring a differing range of involvements. These included watching videos, posting comments, playing games as well as sharing pages and following brands on Twitter. The study found that being aware of brands on social media platforms isn’t enough to lead people to continue that relationship or buy goods. More important is the level of interaction with the brand.
The company’s strategic development director Jim Kite told Marketing Week: “One link we found between high involvement metrics and the ‘liking 19 metrics is that they fluctuate on a daily basis. You might have a competition, for example, and experience a huge spike of interest but unless there is something else beyond that, you fall off the chart.”
“When a brand is on Facebook, it has control of what people are seeing. But if they run out of experiences and move on to a more general website, the brand will lose some of those consumers”
The research draws on a study using a representative sample of 6,000 regular Facebook, YouTube and Twitter users in June.
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