Dive Summary:
- By measuring the social media interactions of over 23,000 consumers with over 100 U.S. brands in the airline, auto, banking, credit card, telecom and utility industries, a new study from J.D. Power and Associates has found that a well-thought out social media strategy can boost brand awareness and increase sales.
- According to the survey, 39% and 38% of 30-49 and 50+ year old consumers, respectively, engage with a company in a social marketing context as opposed to only 23% of 18-29 year olds; in comparison, 43% and 39% of 28-29 and 30-49 year old consumers, respectively, used social media for servicing interactions as opposed to only 18% of 50+ year old consumers.
- The study found a link between satisfaction with a brand's social marketing and the odds of a consumer purchasing the brand; while 10% consumers who were less than satisfied (scores less than 500 on a 1,000-point scale) said their social media interaction "negatively impacted" the probability of making a purchase, 87% of very satisfied consumers (scores of 951 or higher) said their social media interaction "positively impacted" the probability of making a purchase.
From the article:
"... 'While there are vast differences among age groups in the frequency of servicing and marketing engagements, there is a consistency in the impact on brand perception and purchase intent through both types of engagement,' said Anderson. 'Companies that are focused only on promoting their brand and deals, or only servicing existing customers, are excluding major groups of their online community, negatively impacting their satisfaction and influencing their future purchasing decision. A one-pronged approach to social is no longer an option.' ..."
