Consumers’ primary reasons for interacting with brands via social media are to play games or enter contests/promotions and to learn about new products, according to the CMO (Chief Marketing Officer) Council. Email and phone are consumers’ top choices for direct communication with brands, however.
Three quarters of people who have “liked” a brand on Facebook expect something in return — the majority expect to get access to exclusive offers, games, contests, and special experiences. Nearly half (46%) expect great customer support online, and 33% say it makes them loyal to the brand.
When they contact customer service or support online, nearly half of consumers (47%) expect to get a response within 24 hours. Almost a quarter (22%) expect an immediate response, while 19% expect to hear back within the hour. Only 12% are willing to wait a few days.
Social media users are relatively satisfied with their interactions with brands via social media; 74% describe their experiences in positive terms.
Consumers say being involved in social media makes them more likely than they would be otherwise to try new products and to encourage others to do the same.
Facebook users have an average of 546 friends and follow 61 brands on the site. Twitter users have an average of 94 followers and follow 36 brands. [See also related story on social gaming below.]
Source: CMO Council, Leora Tanjuatco, Business Development Associate, 4151 Middlefield Rd., Palo Alto, CA 94303; 650-433-4146; ltanjuatco@cmocouncil.org; www.cmocouncil.org. Price: Available online at no charge.
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