Interacting with Brands Online

Social networks are among the most powerful examples of socialized media — explains Brian Solis — They create a dynamic ecosystem that incubates and nurtures relationships between people and the content they create and share.

This increase in participation on behalf of  social media users is forcing advertisers and marketers to shift their marketing efforts as to be able to capture people’s attention and promote their products while engaging and interacting with potential customers.

According to a study from the communications firm Cone, the majority of new media users (78%) interact with brands via new media sites, an increase of 32% from 2008.

Other findings from the study revealed that 89% of social media users feel that brands should make an effort to interact with brands online and not just have a presence within the different networks. In addition, the report also showed that the majority of consumers (58%) are still searching for brands on traditional websites and through email (45%).

More significantly, approximately a quarter of consumers said they want to interact with brands in social networks.

The chart below clearly illustrates the frequency in which users decide to use social media and tools to interact with companies.

61% of social media users believe brands should make their top priority, problem solving and providing customer service.

However, 58% of respondents did admit they would be more willing to interact and engage with brands online if they offered freebies, coupons or discounts.

Some final impressions from respondents when asked how they felt about brands being present in social media are the following:

* Feel a stronger connection (72%, up from 56% in 2008)

* Feel better served (68%, up from 57% in 2008)

* Have a more positive image (74%)

* Are more willing to engage (70%)

* Have an improved opinion when one of their friends interacts (64%)

* Choose to “follow”/”friend”/”fan” because it helps showcase their personality online (52%)

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This entry was posted on Wednesday, October 28th, 2009 at 7:53 pm and is filed under Social Marketing. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.

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