News Byte: Talking It Up on Social

Share this content:
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.

close

Next Article in Social Media

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above