Consumers who follow a brand on Facebook and Twitter are more likely to recommend or purchase the item or service, according to a study of more than 1,500 U.S. adults.
The results by the market research firm of Chadwick Martin Bailey and iModerate Research Technologies are a confirmation of what most social media-savvy marketing departments across the globe have come to realize.
That the two relatively new and growing marketing vehicles of Facebook fan pages and getting followed on Twitter pays off in the form of greater brand loyalty.
The study found that 60 percent of Facebook fans and 79 percent of Twitter followers are more likely to recommend brands after becoming a fan or follower.
And 51 percent of Facebook fans and 67 percent of Twitter followers are more likely to buy those brands.
“While social media is not the silver bullet that some pundits claim it to be, it is an extremely important and relatively low cost touch point that has a direct impact on sales and positive word of mouth,” said Josh Mendelsohn a vice president at Chadwick Martin Bailey. “Companies not actively engaging are missing a huge opportunity and are saying something to consumers – intentionally or unintentionally- about how willing they are to engage on consumers’ terms.”
Recent figures show that Facebook has 400 million active users, and more than 20 million people become fans each day. Twitter users post more than 50 million tweets per day, an average of 600 tweets per second.
[...] Facebook, Twitter Can Bolster Brand Loyalty, Study Says … [...]