Americans who actively use social network sites most commonly have profiles on Facebook (90%), reports Invoke Solutions. More than three in 10 (31%) have active accounts on Twitter, 26% on LinkedIn, and 41% have an active account on another social networking site. In addition, 25% write a blog.
Most active social network users interact with brands on such sites:
• 65% are fans of at least one product or retailer on Facebook;
• 39% read product- or company-sponsored blogs;
• 31% follow companies on Twitter; and
• 30% participate in an online community sponsored by a brand or company.
In addition, 32% of social network users frequently share information or reviews about new products, and 30% pass on information about sales or deals.
Social network users are more likely to trust a brand, product, or company post to Facebook than a post on Twitter or another online community. The factors that figure into their trust of posts on social networks or online communities include:
• Dialog open to both positive and negative comments (64% cite as important);
• Quality of the comments (62%);
• Responsiveness of sponsor or author (60%);
• Volume of participation (49%);
• Length of time they have been a fan or follower (42%); and
• Number of people who are fans or followers (38%).
Source: “Invoke Live: Social Networking” Invoke Solutions, Grant Ligon, VP Business Development, 375 Totten Pond Rd., #400, Waltham, MA 02451, 781-810-2700; grant@invoke.com; www.invoke.com. Price: Call for information.
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