People Buy From Who They Know

The marketing firm Chadwick Martin Bailey released a very interesting report this week regarding Social Media. Consumers Engaged Via Social Media Are More Likely To Buy, Recommend

The study of over 1500 consumers by market research firm Chadwick Martin Bailey and iModerate Research Technologies found that 60% of Facebook fans and 79% of Twitter followers are more likely to recommend those brands since becoming a fan or follower. And an impressive 51% of Facebook fans and 67% of Twitter followers are more likely to buy the brands they follow or are a fan of. Considering Facebook’s over 400 million users, the opportunity is great for social media marketers.

The first question that comes to mind is why do people become fans of companies? The easy answer is that they want discounts, next they want to engage with the company. This follows the old sales mans credo,  people by from who they know.

The study also uncovered perceptions among consumers that those brands not engaging in social media are out of touch.

When asked the question “What does it say about a brand if they are not involved with sites like Facebook or Twitter?” they said the following:

  • “It’s EXPECTED that a company have some digital face – whether it’s on FB or Twitter I don’t know – but they need a strong electronic presence or you doubt their relevance in today’s marketplace.” Female 50-54
  • “Either they are not interested in the demographic that frequents Facebook and Twitter or they are unaware of the opportunity to get more exposure in a more interactive method.” Male 35-39
  • “It shows they are not really with it or in tune with the new ways to communicate with customers.” Female 18-24.
  • If they’re not on Facebook or Twitter, then they aren’t in touch with the “electronic” people.” Female 55-59

In simple English, what does this mean if you are a business owner that is not on Facebook or Twitter, your not in touch with your customers, and your customers doubt your relevance in today’s marketplace.  This isn’t coming from just 19 year old girls either, this is coming from middle aged Americans.


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