90 percent of customers would recommend brands after interacting with them on social media
Evidence continues to roll out supporting the power of social media for brands. According to a recent study by the Interactive Advertising Bureau, consumers are much, much more likely to recommend a particular brand after interacting with it on social media. How much more likely? About 90 percent of survey respondents said that they would recommend a company after interacting with it through social media channels. Additionally, 4 out of 5 customers would be more inclined to buy a product from a company after being exposed to it via social media. These figures underscore what we’ve been saying over and over; social media is the way to reach, engage, and service customers in today’s digitally charged marketplace.
Here’s why: Social media allows you to communicate directly with customers. You aren’t talking at them; you are talking with them. Yes, you can use social media as a mass communication device to promote your products and services. But more importantly, social media offers two-way communication with customers. It helps you discover what those customers really want and how to service them better.
This is part of a greater change in marketing methods and the way that companies interact with their customers. In today’s world, consumers expect access. They expect you to serve them through the media channels that they choose. If you’re not doing that, you’re missing out not only on new sales prospects, but also on tremendous opportunities to improve brand loyalty through better service of existing customers. And happy customers are often your best advertisements. As Ian Ralph, who conducted the IAB research puts it, “By making people love, not just like your brand, you’re more likely to drive future purchases and increase sales.” This is true whether your a small dentist office in rural Colorado or an international conglomerate with hundreds of products. Brand loyalty is critical to success, and your pathway to improving loyalty is clearly defined with social media.
To read more about the survey, check out the full article on Business Insider.