90% Of Customers Will Recommend Brands After Social Media Interactions
A study by Twitter found that 80% of Twitter users access the site through their mobile, with one and three using the site during a commute, while one in four use it while shopping.
The research also found that 67% of UK mobile users of Twitter follow brands, with 25% following over ten brands, and 45% being more likely to recommend a brand that they follow.
In a presentation at the IAB MIXX advertising conference, Twitter’s vice president of global brand strategy Joel Lunenfeld said:[tweetherder]88% of Twitter users follow at least one brand, and that more than half of users follow six or more brands[/tweetherder]
Twitter also studied the reasons why someone follows a brand, and as you might expect, freebies and discounts are definitely a factor. But according to Lunenfeld, people also said they were interested in getting access to exclusive or promotional content.
Dynamic Logic (from Millward Brown) measure the brand impact of online advertising, lately they’ve been getting into measuring social media and what the “value of a fan” is. They have developed their own metric called ‘FanIndex’ and then look at the impact on the brand’s appeal:
In a 2011 study, they published a few bits of aggregated data. More fans generally equals a more effective page (this ties in with my previous blog post about successful brand pages on Facebook having a greater number of heavy sharers):
Successful brand pages also post more frequently:
But, think about what you are posting – what will your fans value?
The full slideshare from Dynamic Logic: Value of a Fan.
According to a study conducted by Simply Measured, 40% of the brands listed in Interbrand’s Top 100 have set up shop on Instagram: