How do Brands and Customers Interact on Social Media?


The social media revolution has swept the globe with such force in recent years that it is only now, after some time has elapsed, that we can look in the rear view mirror and see exactly what effect it has had, and continues to have on how customers interact with brands.

Interesting new research commissioned by Fishburn Hedges in collaboration with Echo Research have released surprising new findings about just how social media has changed how, why, when and how often customers interact with brands.

Among their findings are the following golden little snippets:

  • The number of consumers that interact with brands via social media (in the United Kingdom) has doubled in the 8 months from August 2011 to April 2012
  • 65% of respondents would rather interact with a brand’s social media page than ring a call centre
  • 40% of respondents believe that the use of social media by brands improves their customer service
  • Social media is not just for the young – while almost half of the age group 18-24 use social media to interact with brands, the figures are high across all demographics, including 27.4% for the 55+ age bracket

This is fascinating research and it would be fair to propose that a similar phenomenon is taking place here in Australia.  It reinforces the view that the investment that major brands (particularly those in the B2C sector) have made in social media is actually paying dividends, particularly for those wanting to target the fickle and elusive youth market.

To read the report in full, including the groovy infographic, click here

I would be interested to know from the readers just how social media is changing the way that you interact with your brands, and with your own customers.


Yours in PR

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