Study reveals consumers react when they see brands mentioned on social media sites

A recent study by Performics of more than 3,000 consumers revealed that marketers who embrace the medium and communicate relevant messages in consumers’ language and on their terms could gain customers and grow sales.

In addition, the study also showed that nearly half (48%) of people who saw a brand mentioned on Twitter immediately went online and searched for the particular product. “Consumers are receptive to brand marketing messages,” Performics Marketing Senior Vice President Michael Kahn says. “Being in a social network is like going to someone’s barbecue. People are talking about the experiences of their lives. The sharing experience that happens in the physical world also happens in the social.”

So it’s almost like a natural effect when people mention brands on social media– the immediate reaction is to go find out what the person is talking about or referring to.

Other results amongst survey respondents include 30% admitting to learn about a product or service through a social network site. In relation to more specific social networks, 46% of respondents say they would talk about or recommend a product on Facebook, while 44% have recommended a product or service on microblogging site, Twitter.

More significant data from Performics includes:

*34% of respondents have used a search engine to find information on a product/service/brand after seeing an advertisement on a social networking site

*30% of respondents have learned about a new product, service or brand from a social networking site

*32% of respondents said messages about printable coupons on social sites resonate with them

*28% of respondents said messages about sales or special deal notifications resonate with them

These statistics give marketers a clear picture of how consumers behave and interact with the different social platforms, as well as, the types of communication messages that capture their attention and lead them to react upon a special offer, discount or coupon.

This entry was posted on Thursday, November 12th, 2009 at 8:01 pm and is filed under Marketing Analysis. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.