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?
This study conveys useful principles for any brand seeking to construct a social integration strategy.
- 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.