Social Media Wanted by Consumers

10/09/2008

Social media has been embraced by American consumers. Not only has it been embraced, a 2008 Cone Business in Social Media Study found that 93% of Americans believed that a company should have a social media presence.

A full 85% wanted companies to go beyond just having a presence; they wanted them to interact with customers via this medium. The study also found that almost six out of 10 American consumers interact with companies via social media and almost the same number (56%) feel better connected to and serviced by companies when they interact in this manner.

The survey found that men interact more via social media than women – by almost two to one -- which may surprise some. The actual numerical breakdown: 33% of men interact one or more times per week via social media. This is compared to only 17% of females who did so.

Contrary to what some may think, consumers don’t view social media as an unwanted intrusion. However, consumers are specific in what they are looking for via this medium, specifically:

The Types of Interactions American Consumers Want from Social Media

Problem-solving Ability: 43% of those surveyed say that social media should be used for this purpose

Feedback: Consumers want to give their opinions and 41% said that companies should use social media to solicit consumer feedback

Brand Interaction: Almost forty percent (37%) said that companies can effectively use social media as a fresh way to allow customers to interact with a brand

Other Interesting Findings of the Social Media Study

Younger consumers, defined as those between 18-34 years of age, believe that companies should put more effort into reaching them via social networks. A full two-third of the wealthiest American households (those with a household income of $75,000 or more) felt the same way. These households reported feeling a stronger connection to brands they interact with via social networking.

Generation Y (those born after 1979), are the most comfortable with social media. Eighty-five percent of this group has in some way participated in social networking, almost sixty percent (57%) have some interaction with blogs and they are more immersed in mobile activities than almost any other group, according to eMarketer.

Are Internet Marketers Utilizing Social Media?
Indications from a September 2008 Internet Retailer survey found mixed results. Almost 40% of web merchants use social networks. Of those, almost a third have a Facebook page; slightly less than that (27%) have a MySpace page; and just over a quarter (26%) have a presence on YouTube.

For more insight visit Internet Marketing Services