Cone: Americans expect businesses to have social media presence

According to a new online survey conducted by Cone LLC, an overwhelming number of online Americans want businesses to interact with them via social media such as blogs and networks.

by Helen Leggatt

cone%20logo.gif The 2008 Cone Business in Social Media Study reveals an incredible 93% of online Americans think that a company should have a social media presence.

Eighty-five percent of those that responded to the online survey felt that not only should companies have a presence within social media but that they should also use it to interact with consumers.

Mike Hollywood, Cone’s director of new media, believes that Americans are keen to develop a brand relationship and that “it isn’t an intrusion into their lives, but rather a welcome channel for discussion.”

Other ways in which consumers believe businesses should use social media are:

- Solve consumer problems (43%)
- Solicit feedback (41%)
- Develop new ways to interact with a brand (37%)
- Marketing (25%)

Considering the controversy surrounding Facebook’s “Beacon”, it’s interesting to note that a quarter of all respondents, and a third of 18-34 year olds, felt businesses should use social media to market to them.

So what effect does social media interaction have on consumers? Cone’s survey found that over half, 56%, of American consumers have a better relationship and improved customer service from companies they can interact with via social media.

“All of this is great news for marketers,” says Hollywood. “Men and younger consumers are traditionally the most challenging to reach, while the highest income households are typically very desirable; here they are saying ‘Come market to us and interact with us online.’ This is really a license to put more energy and resources into this medium and do it effectively.”