Most people living, breathing and possessing any reasonable amount of cognitive functioning in today's world would agree that, like it or not, social media has become intrinsically fused into our daily lives. When the majority of people's media consumption occurs on social media, it's no surprise that consumers are attracted to and more likely to trust social brands.
But which brands are most effective with their social voice? How do we measure the power and influence of social media? Shouldn't marketers be able to verify it with empirical data rather than theory or pure logic? Shouldn't the hard facts give brands the information they need to be able to provide consumers with the content they crave?
But which brands are most effective with their social voice? How do we measure the power and influence of social media? Shouldn't marketers be able to verify it with empirical data rather than theory or pure logic? Shouldn't the hard facts give brands the information they need to be able to provide consumers with the content they crave?
Mass Relevance, an Austin startup focused on driving real-time social engagement for brands, agencies and media companies, teamed up with a local research firm to examine how social media impacts things like purchase intent, brand awareness, reach and amplification. After surveying more than 200 Americans about their perspectives on the social integration of brand experiences (or lack thereof), the results were analyzed and and translated into the Social Hunger Study.
This study conveys useful principles for any brand seeking to construct a social integration strategy.
This study conveys useful principles for any brand seeking to construct a social integration strategy.
Three Key Findings from the Social Hunger Study:
- Consumers want brands to integrate social media and spend more time on sites that include a social media component. When brands provide a social experience, people are more likely to pay attention. 62% said they were more likely to engage with social brands.
- Consumers are more willing to share content when it’s social content. 75% are already talking about brands on social media. 60% said the integration of social media makes them more likely to share.
- Most people are already using social information to make purchasing decisions. In fact, nearly two-thirds have already done so.
Check out the infographic below, as well as Mass Relevance's Social Hunger Study, to learn more about how consumers are relating with brands via social media and case studies revealing which companies are serving the kind of social integration that audiences feast on.
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