Study Shows Social Media Drives 90% of Consumers to Recommend Brands
Social media is a social motivator, according to a recent study by the Internet Advertising Bureau (IAB). It showed that 90% of consumers would recommend a brand after communicating with the company on social media channels, and that 83% would try a brand following social media contact. The study also revealed that social media can increase ROI by boosting brand loyalty, promoting consumer engagement, and inspiring positive brand sentiment. BusinessInsider.com reported on this social study to show how social media can drive both referrals and revenue for a brand.
The study was comprised of 4,500 survey responses from the social media pages of major consumer brands over a two-month span. It also included 800 in-depth interviews to gain additional insight on the findings.
Based on the results, the IAB concluded that social media could generate more than three times the amount of its cost in brand revenue.
“The IAB study shows that, when trying to create deeper emotional connections with consumers, social media is an essential channel for brands,” said Kristin Brewe, the IAB’s director of marketing & communications. “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.”
Researchers emphasized the need for brands to create relevant, timely, and friendly content in order to spark social engagement and ongoing interaction. They also advised brands to proudly display their products and to connect their social media efforts to their overall business goals. Most importantly, they stressed that social media can turn customers into advocates who drive a brand’s sales, support, and success.
MDG is a full-service advertising agency and one of Florida’s top creative ad agencies. With offices in Boca Raton and New York City, MDG’s core capabilities include branding, logo design, print advertising, digital marketing, mobile marketing, email marketing, media planning and buying, TV and radio, outdoor advertising, newspaper, video marketing, Web design and development, content marketing, mobile marketing, social media marketing, and SEO. To stay on top of the latest trends in marketing and advertising, contact MDG today at 561-338-7797. To learn more about the effectiveness of social media marketing, see MDG’s infographic, “The ROI of Social Media.”