Companies Must Respond Quickly to Customers on Twitter, Study Confirms

twitter logoLithium Technologies today unveiled research that shows consumers will reward brands that harness Twitter’s power to meet their rising expectations, while punishing those that fail to respond in a timely way.

Customers have high expectations for a quick response: 53 percent who expect a brand to respond to their Tweet demand that response comes in less than an hour, according to the Lithium-commissioned study by Millward Brown Digital. That figure skyrockets to 72 percent when they have complaints.

When companies don’t meet these lofty response expectations, 38 percent feel more negative about the brand and a full 60 percent will take unpleasant actions to express their dissatisfaction.

[Read more…]

comScore and Facebook Release Research Paper “The Power of Like 2: How Social Marketing Works”

Report Presents Framework for Optimizing Earned and Paid Media Reach to Fans and Friends and New Research on Sales Lift Analysis

comScore and Facebook today released the second white paper in The Power of Like series, The Power of Like 2: How Social Marketing Works, including original analysis demonstrating ways in which exposure to earned and paid media on Facebook drives behavioral lifts in purchase behavior. The analysis leverages data and insights from the comScore Social Essentials™ and comScore AdEffx™ products. To download a complimentary copy of the report, please visit: www.comscore.com/like2.

“Social media continues to emerge as an important marketing channel and major brand marketers are devoting more time and attention to understanding its impact on consumers,” said Andrew Lipsman, comScore VP of Industry Analysis. “While marketers understand the importance of a channel that now accounts for 1 in every 7 minutes spent online, many are challenged to quantify its effectiveness. The Power of Like research sheds new light on how brands are able to deliver earned and paid media at scale, amplify its effects from Fans to Friends of Fans, and understand how exposure to these media can drive the desired consumer behaviors, including online and in-store purchase.”

[Read more…]

New Study Finds Facebook and Twitter Symbols Subconsciously Influence Online Buying Decisions

The display of a social media icon such as a Facebook “Like” button or a Twitter symbol on a shopping website increases the likelihood that consumers will buy some products, and reduces the likelihood that they will buy others. That is a key finding of a study conducted by the University of Miami School of Business Administration, Empirica Research, and StyleCaster Media Group as part of the State of Style Report.

The study found that consumers who saw a social media icon near a product that might embarrass them were significantly less likely to buy that product than those who saw the same product without the icon. On the other hand, consumers who viewed products they would be proud to show off were significantly more likely to buy than those who saw the same product with no such icon.

[Read more…]

Social Media Moms Choose Sex Over Facebook This Valentine’s Day

If given the choice to go without one thing for Valentine’s Day, about 76% of social media savvy women choose to give up Facebook over sex with their spouse or partner, according to a new survey by SocialMoms.com, a network of 35,000 influential moms who are active in social media.

Results of the SocialMoms 2012 Valentine’s Day Survey revealed the need for human connection significantly outweighs those connections made via social media. The average SocialMoms.com member is ranked in the top .05% of all Twitter users by follower count, is five times more likely than the average woman in the US to carry a smartphone, and twice as likely to own a tablet computer.

[Read more…]

New Research Contrasts Social Media Experiences of Adults and Teens

An interesting new report was released by the Pew Internet & American Life Project today; researchers Lee Rainie, Amanda Lenhart and Aaron Smith investigated the tone of life on social networking sites with a national survey of online adults in the U.S.

According to the researchers, the overall social and emotional climate of social networking sites (SNS) is a very positive one where adult users get personal rewards and satisfactions at far higher levels than they encounter anti-social people or have ill consequences from their encounters. The study found:

 

  • 85% of SNS-using adults say that their experience on the sites is that people are mostly kind, compared with 5% who say people they observe on the sites are mostly unkind and another 5% who say their answer depends on the situation.
  • 68% of SNS users said they had an experience that made them feel good about themselves.
  • 61% had experiences that made them feel closer to another person. (Many said they had both experiences.)
  • 39% of SNS-using adults say they frequently see acts of generosity by other SNS users and another 36% say they sometimes see others behaving generously and helpfully. By comparison, 18% of SNS-using adults say they see helpful behavior “only once in a while” and 5% say they never see generosity exhibited by others on social networking sites.

[Read more…]

New Study: Most Facebook users receive more from their Facebook friends than they give

Most Facebook users receive more from their Facebook friends than they give, according to a new study by the Pew Research Center that for the first time combines server logs of Facebook activity with survey data to explore the structure of Facebook friendship networks and measures of social well-being.

These data were then matched with survey responses. And the new findings show that over a one-month period:

  • 40% of Facebook users in our sample made a friend request, but 63% received at least one request
  • Users in our sample pressed the like button next to friends’ content an average of 14 times, but had their content “liked” an average of 20 times
  • Users sent 9 personal messages, but received 12
  • 12% of users tagged a friend in a photo, but 35% were themselves tagged in a photo

“The explanation for this pattern is fascinating for a couple of reasons,” noted Prof. Keith Hampton, the lead author of the Pew Internet report, Why most Facebook users get more than they give. “First, it turns out there are segments of Facebook power users who contribute much more content than the typical user.

[Read more…]

Nielsen: Americans Spend a Quarter of Online Time on Social Networks

Today the Nielsen Company released the Q3 – 2011 State of Social Media Report, a snapshot of the current social media landscape and audiences in the U.S. and other major markets. The report offers insights and provides some answers on exactly how powerful the influence of social media is on consumer behavior, both online and off.

The value of the time consumers spend online and on social networks and blogs continues to grow, the report shows, most visible through the influence on purchase decisions. For instance, 60 percent of people who use three or more digital means of research for product purchases learned about a specific brand or retailer from a social networking site.

[Read more…]

Top Reasons Why People Ditch You on Facebook & Twitter

More Than 90% of Consumers Unsubscribe, Unfan or Unfollow Because of Too Frequent, Irrelevant or Boring Communications

A new study released today by ExactTarget and CoTweet finds more than 90 percent of consumers have “broken up” with at least one brand on Facebook, email or Twitter because of irrelevant, too frequent or boring marketing messages. Featured in The Social Break-Up, the study of more than 1,500 consumers identifies how people are changing their online behaviors and details top motivations for unfanning, unfollowing and unsubscribing from marketing campaigns on Facebook, Twitter and email.

[Read more…]