Fri - 24.11.2017

Study: Social media connections important for branding

Study: Social media connections important for branding

Sixty percent of consumers follow a brand via social media, like Facebook or Twitter, a new study by Empathica Consumer Insights research has found.

Forty percent of the 15,000 Americans and Canadians surveyed said they follow brands in order to search for promotions or coupons, while 30 percent said they do so to obtain additional information. There is growing adoption of social media at companies around the globe, but opportunities to further build relationships with customers via these outlets is also increasing, said Gary Edwards, Empathica's EVP of Client services.


Social media is also one form of the modern-day word-of-mouth, with one in three saying they followed through with a friend's recommendation received through a social media site, the study found.

Social media is the shiny new tool in the social commerce toolbox, which has been around for a long time, Jordan Corredera, director and general manager of Carnival Online, at Carnival Cruise Lines, told Forbes.

"Social commerce is really nothing new; businesses such as have been using social components in order to drive sales for years. In Amazon's case, some might argue the social aspects remain even today as one of their largest competitive advantages. Digital marketers and eBusiness professionals have long understood the power user generated media such as ratings, reviews, etc. in terms of driving purchase intent. This next wave of 'social commerce' ushers in a new generation of technologies and platforms allowing for ever closer integration of social media and commerce," he told Forbes's Brandon Gutman.

Building a brand on social media has everything to do with quality, which will, in turn, translate into quantity in terms of Twitter followers, Facebook fans, YouTube subscribers, blog readers, and the like, expert Mari Smith, co-author of "Facebook Marketing: An Hour a Day," told the Huffington Post's Arielle Ford. However, an engaged audience - no matter the size - is better than a vast audience that doesn't pay attention, she said.

"In our attention-based society, you have to be able to really stand out and grab your audience's attention in a nanosecond. This takes laser focus. With a consistent and congruent brand image and what I call 'Radical Strategic Visibility,' authors can really position themselves as the authority in their field," she explained, adding that publishers should avoid "focusing too much on broadcasting and not enough on connecting."


Leah McBride Mensching


2010-12-09 22:20

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