Jul/091
Connecting with your audience through Social Media Marketing
On the topic of social media, approximately 33 percent of consumers are presently not connecting with brands on social networks, finds a report by Razorfish.
In the recent report, Razorfish surveyed 1,000 consumers who reported both social media and e-commerce activity with the purpose to analyze how social media influences purchasing decisions. Overall, 80 percent were members of at least one social network and 40 percent were active in two.
“Social media has quickly become one of the most talked-about topics in marketing. We didn’t want this report to just be more of the same, so instead we took a different, more scientific approach to evaluating this phenomena and measuring its effects,” said Shiv Singh, VP and Global Social Media Lead at Razorfish.
“Today, a brand’s actions speak louder than its words and pushing out messages is no longer enough to excite and engage consumers.”
The report also indicated that brands must identify their audience who influences perception including offline peers, blogs and reviews. Consumers are more likely to engage and purchase with existing brands with credible voices. Brands using social media marketing need to be steer clear from the sales-pitch approach, and be more upfront and personal with their audience.
Of those surveyed, 57 percent said they had visited brand fan pages at least every few weeks or months, showing signs that consumers are not forgetting about them. When a brand offers current, relevant content, its audience will be more likely to engage with it.