Businesses & Social Media Engagement

Use of social media is an effective way for brands to reach current and potential consumers. However, brands must realize that social media is not just a platform for digital marketing, but a medium in which to interact with users. Brands need to recognize that consumers want an element of personalization - this includes engagement on a one-to-one level in which brands respond to consumers on social media. This expectation is clearly evident in a recent survey completed by Boston Digital. To address interactions between companies and consumers on social media, Boston Digital conducted a survey of 554 people of different ages, genders and geographies and the results are reviewed herein.

Social media is an important forum for companies to advertise and relate to consumers. Most survey respondents, more than 80%, view a brand’s social media while researching a product or service. And, education is the most common reason consumers follow a brand on social media, whether it be regarding a product or interest. For these reasons, brands should focus on disseminating information regarding a product or service in addition to increasing brand awareness using social media. A loyal fan base may translate into a loyal customer base - companies that don’t have a social media presence may be missing out on important digital marketing opportunities since two thirds of survey respondents note that they are more likely to purchase from a brand that they have followed on social media for more than a month. Social media content including promotions and exclusive deals are the two main reasons that customers buy and without a social media presence, companies may be losing out.

Customer loyalty needs to be rewarded with updated and relevant social media content. More than half of consumers will unfollow a brand when they feel that the content is no longer pertinent (more so than if the messaging is “boring”). Also, a brand’s values are just as important as the product or service it sells - of the survey respondents surveyed, approximately one third will disengage with a brand’s social media presence if they do not agree with the values of the company. Thus, brands must understand what their customers want and deliver with clear messaging.

Brands can benefit from positive reviews but must actively manage negative feedback. More than half of followers will reach out to social media if they have a problem with a brand’s product or service, and it is either extremely or very important that they receive feedback; whereas, only 40% of followers will provide positive feedback concerning a brand on social media. Companies will need to earn customer loyalty and strategically manage user-generated content. Thus, social media, is a two-way street for consumers and brands, and diverges from other formats such as television and magazine ads based on the expectations of the consumer to be involved on personal level with the brand.