News Byte: Talking It Up on Social

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News Byte: Talking It Up on Social
News Byte: Talking It Up on Social

Brand-related conversations are on the rise in social channels. According to research from COLLOQUY, brand recommendations among Americans using social have increased 4% since 2011. Face-to-face recommendations have dropped in equal measure over the same time period.

COLLOQUY's report on the word-of-mouth (WOM) study, Hashtags, Tweets and Likes: Nurturing Digital Word-of-Mouth Engagement, notes that consumers COLLOQUY calls WOM Champions are spurring this shift. WOM Champions are highly loyal and engaged, and also are decidedly willing to recommend their preferred brands. In fact, the research finds that they're almost twice as likely to recommend brands via digital channels, as compared to other consumers. Additionally, 60% of WOM Champions use social networks and online communities to discuss and recommends products and services. Unfortunately for brands, however, the percentage of WOM Champions has declined from 33% to 28% over the past two years.

Nearly half consumers who aren't WOM Champions think that it's inappropriate for brands to interact with customers via social channels. Dig further into segments, however, and the opinion changes. According to the study, 73% of the youth segment welcomes brand interaction on social channels.

COLLOQUY's 2013 WOM study is based on responses from nearly 3,000 U.S. survey participants.

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