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BizReport : Social Marketing : April 16, 2012

Report: Social media followers recommend more

When it comes to social media, followers may be worth more than the 'like' on your Facebook or Twitter page. According to new data from Motista social media followers are more engaged with their followed brands - up to making more recommendations and a willingness to spend more money with those brands.

by Kristina Knight

motista.pngSome interesting findings include:

• 46% of social media 'followers' feel shopping with their retailers reflects their lifestyle
• 21% of non-followers said the same
• 28% of social media followers have responded to recent promotions from their brands
• 10% of non-followers said the same
• 24% of social media followers 'would pay higher prices' for comparable goods
• 13% of non-followers said the same
• 73% of social media followers have recommended their brand
• 40% of non-followers said the same

Aside from the large differences in the percentages above, what this really indicates is that social media followers have an emotional connection to the brands they follow. Over half (53%) choose those followed brands as an 'indulgence' purchase from time to time while 46% say brands they follow add 'joy and pleasure' to their lives.

"We know deeper emotional connection and advocacy go hand-in-hand, and Facebook and Twitter are natural environments for brand advocacy. Additionally, social media followers write reviews more often: 32% have recently provided a positive review of their retailer online, vs. 4% of non-followers," writes Scott Magids, Co-Founder of Motista, on the Motista website. "Consumers following their retailers on Facebook and Twitter are forming strong emotional connections, which lead to better financial results for retailers. Using Connection Intelligence from Motista, retailers are building unique emotional connections for their brands through Facebook and Twitter and effectively measuring the impact of these vehicles on their businesses."

These social media followers are also buying more - 38% say they've added items from their favorite brands to shopping carts; many are shopping from retailer websites.

Tags: ecommerce trends, Motista, social commerce, social marketing, social media trends, social shopping

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