Branding Works in the Social Media Age
1. Social Media
Prioritize building a Facebook community where 85% of
US internet users responded to having one. 49% reported having Twitter
accounts. 57% of Facebook users have over 100+ friends making the engagement of
one user become noticed by hundreds.
2. How Consumers
Interact with Brands on Facebook and Twitter
Twitter has 29% of users following a brand. Facebook
has 58% of users linking brands. Only 29% of Twitter users have retweeted a
brand, while 41% of Facebook users have claimed to share a link, story, or
video about a brand.
Sentiment According to Consumers
Most users share their positive experiences with
brands. 50% of brands on Facebook and 90% of brands on Twitter reported having
only positive mentions in their status updates.
4. Users who
“like” or don’t “like”
Facebook users who “like” brands usually have more
influence than those who don’t.
Create personas to improve your audience outreach and
level of engagement such as the ones outlined below:
Media Addict – This type of person is active daily on Facebook and Twitter,
even have a blog. If your brand is like Red Bull or Converse, you need
to target this kind of person to make him/her
the voice of your brand.
Reactor – Responsible for making a brand or marketing piece go viral.
shares video links and video stories with 200+ friends on Facebook.
Believer – This type of person responds well to brands that keep their
ads and marketing. He/She is 1.6 times as likely to “like” a brand.
Coupons and discounts are the most valued when
received from brands accounting for 80% of preferred content received from
Methods to Receive Updates
short updates from social media feeds.
22% like to
have traditional offline ads.