In a recent study of social media usage Chadwick Martin  Bailey surveyed 1500 consumers and found over 50% of Facebook fans and Twitter followers say they are more likely to not only recommend, but they are also more likely to buy from those brands than they were before becoming fans/followers.

Findings:

• 60% of Facebook fans and 79% of Twitter followers are more likely to recommend those brands since becoming a fan or follower.
• 51% of Facebook fans and 67% of Twitter followers are more likely to buy the brands they follow or are a fan of.

The study also uncovered perceptions among consumers that those brands not engaging in social media are out of touch. When asked the question “What does it say about a brand if they are not involved with sites like Facebook or Twitter?” they said the following:

• Females 50-54: “It’s EXPECTED that a company have some digital face – whether it’s on FB or Twitter I don’t know – but they need a strong electronic presence or you doubt their relevance in today’s marketplace.”
• Males 35-39: “Either they are not interested in the demographic that frequents Facebook and Twitter or they are unaware of the opportunity to get more exposure in a more interactive method.”
• Female 18-24: “It shows they are not really with it or in tune with the new ways to communicate with customers.”
• Females Female 55-59: “If they’re not on Facebook or Twitter, then they aren’t in touch with the “electronic” people.”

“While social media is not the silver bullet that some pundits claim it to be, it is an extremely important and relatively low cost touch point that has a direct impact on sales and positive word of mouth,”  comments Josh Mendelsohn a vice president at Chadwick Martin Bailey. “Companies not actively engaging are missing a huge opportunity and are saying something to consumers – intentionally or unintentionally- about how willing they are to engage on consumers’ terms.”

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