The Answer to Why Should You Engage Customers Through Social Media Marketing Is Simple. They Buy More and They Recommend More.

In a recent study of social media, it has been shown that both Facebook fans and Twitter followers of different brands, are much more more likely to not only recommend those brands to others, but also to buy them, compared to before they become fans suggesting that it is the engagement with the brand that drives added use and advocacy.

The study conducted by market researchs Chadwick Martin Bailey and iModerate Research Technologies which looked at 1500+ users (aged 18+) by online survey, and demonstrated that 60% of Facebook fans and 79% of Twitter followers are more likely to recommend those brands since becoming a fan or follower.

Equally significant is the fact that 51% of Facebook fans and 67% of Twitter followers are more likely to buy the brands they follow.
These findings undoubtedly further strengthen the already impressive case for social media marketing and raise the question around what are the long term consequences for you any brand not actively trying to participate in the social media arena assuming that their closest rivals are? 


The answer I suspect is partially answered by feedback from the study that consumers believe that those brands who are not participating social media are perceived as being out of touch.