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New Research: Consumers Like Social Media Marketing

Jim Tobin.
By: Jim Tobin  |   October 27, 2008  |   View Comments

New data from a survey of 1,092 consumers by Opinion Research Corporation found that 85% of social media users thought companies should interact with them through social media. This is strong validation for social media marketing. Consumers, tired of being shouted at, are ok with properly managed social media marketing campaigns like those we do for our clients.

Emarketer reported the results of the study. Only 7% of people felt companies should not be in social media at all, while another 8% felt that it would be ok for companies to have a presence but not interact. (I’m not sure I really understand that perspective, but ok…). 51% felt that social media marketing was ok if the interaction was somewhat limited and the last 34% felt companies should go all in.

Consumers like social media marketing

I can tell you first hand that companies are jumping into this space rapidly, but another survey puts some numbers on the trend. Online retailers are naturally early to the game, and a plurality are choosing Facebook, followed closely by MySpace and YouTube.

Online retailers choose Facebook for social media marketing

I’m glad consumers are accepting the early entries, even though some of the initial social media marketing examples have been a bit clumsy. My hope is that as professionals in this space, we continue to earn this trust by not turning this into spam.


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Comments

3 thoughts on “New Research: Consumers Like Social Media Marketing

  1. JustinSMV

    Responding to comments is a great way to control the negative comments but sometimes you do have to delete if they are really un-called for like racisim

  2. barrydalton

    Olivia,
    Great info. I clicked through here from Lauren's blog from Radian6 on this topic. I offered the same comment over there.

    From a corporate perspective, since I’m a big process guy, I would add that these recommendations need to be implemented in the context of an overall logical engagement process flow. For example, a simple model should include three high level steps: assess the blog, assess the post, develop an appropriate response. Is it just a brand bashing site? Does the blog have a significant readership or influence? Is the post just a rant or does it have substance? Was the post a result of a personal negative experience or issue that may indicate a more serious product liability risk or is it just hearsay?

    Systematically answering these questions will help organize the flow of response, the type of response and whether a response is even required.

    Hope that’s additive.

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