What a difference a year makes. According to new research by Cone Inc., 78% of new-media users (Facebook, et. al.) actually WANT to communicate with brands on these types of sites, up from 59% last year. Other findings:
- 43% want to see web ads, particularly women (58%) who expect discounts and coupons with online ads.
- 62% believe they can affect an organization’s business decisions because of users stating their opinions about the company via social media.
- 74% expect companies to actually converse with social media users, versus just pushing out content.
- 30% have made a purchase based on good online reviews – 23% have switched or boycotted a company because of negative posts.
On the shifting expectations of consumers interacting with brands in the social media space, Mike Hollywood, Cone’s director of new media, says:
If companies are going to be a mainstay in new media, they’re going to have to realize consumers expect more than a passive existence New media are about experience, dialogue and immediacy. There was a time when just eing in new media got you the gold star for effort. But consumers are continually refining their expectations an more and more are looking for specific interactions. You may be able to prioritize new media functions, but you certainly can’t neglect any.
Click here to read access executive summaries of the study. (Free registration required.)
Cindy Harris
