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BizReport : Social Marketing : November 06, 2009

Marketing in social media not off-putting to users

More research has added weight to the assertion that social network users are receptive to brand marketing messages in their various social environments and are happy to recommend products or services themselves.

by Helen Leggatt

The joint study, released this week by Performics and ROI Research, found that while sites such as Facebook and Twitter were primarily for socializing, branding and marketing content was widely accepted.

Not just accepted, it seems, but often acted upon. Many people took action after seeing a brand mentioned on a social channel. For instance, the study of 3,000 active social network users in the U.S. found that almost half (48%) of Twitter users who saw a brand's name mentioned on the site would go on to use a search engine to investigate further.

In addition:

- 34% have used a search engine to find information on a product/service/brand after seeing an advertisement on a social networking site,

- 30% have learned about a new product, service or brand from a social networking site,

- 32% said messages about printable coupons on social sites resonate with them,

- 28% said messages about sales or special deal notifications resonate with them.

So, marketers need not give social media a wide berth when it comes to disseminating brand information. The keys are to find the right "voice" and the right buttons to press to pique their interest and encourage further engagement and conversation.

"Social networks are creating a monumental shift in how people communicate with each other and with brands," said Michael Kahn, SVP of Marketing at Performics. "The results of this study can help marketers better understand where and how consumers interact with social media sites and what types of offers and communications engage them and motivate them to act.

Tags: brand awareness, brand marketing, social marketing, social media

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  • You actually make it seem so easy with your presentation but I find this matter to be really something which I think I would never understand. It seems too complex and very broad for me. I am looking forward for your next post, I will try to get the hang of it!

  • This is very cool to me and just echoes what I've been sensing. People want to be part of something bigger than themselves. They want to own a piece of it. In part this is because of the interaction that brands have wit them, but also that interaction is spurred by the desire of the public. They in many ways have started the interaction. Companies are getting on facebook and twitter first because people were their talking about their brands.



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