July 11, 2013

Customers More Likely to Recommend Brands After Engaging on Social Media

With more disgruntled customers turning to social media to air their grievances about a company to the world, social media can be a company’s worst enemy. But if used properly to engage with customers, social media platforms like Twitter and Facebook can become a company’s best asset and advocate.

According to a new study conducted by the Internet Advertising Bureau, 90 percent of consumers would recommend a brand after directly engaging with them through social media. The study focused on three FMCG brands – Heinz, Kettle and Twinings – gathering over 4,500 survey responses featured on each of the brands social media pages over a two-month period.

The study’s results indicate that four out of five customers would be more likely to purchase a product or service from a brand after being “exposed” to their social media page.

“The IAB study shows that, when trying to create deeper emotional connections with consumers, social media is an essential channel for brands. This isn’t surprising since social media is the only channel where it’s possible for brands and consumers to have meaningful two-way conversations, making the strength of connections that much stronger,” said Kristin Brewe, IAB’s director of marketing and communications.

The study found that social media can increase brand loyalty, boost customer engagement rates and drive ROI. In fact, IAB estimates that for every £1 spent on social media an upwards of £3.34 can be generated. But posting or tweeting irrelevant content just for the sake of filling your social media quota doesn’t help your brand, in fact it will ultimately turn your consumers away.

“Our research shows that to create an emotional connection brands really need to provide clear, timely and, most important of all, relevant content that develop a conversation. Interestingly, we also found that brands really shouldn’t be afraid about having their products on show and of linking up their social media activities to their business objectives. Social media has the potential to turn brand customers into brand fans,” added Ian Ralph, director at marketing sciences who conducted the study.

Don’t fall into the 70 percent of companies that ignore customer complaints on Twitter; engage with your customers through social media and turn your customers into your best salesmen. 

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