Friday, February 12, 2010
3 New Studies Show Value of Social Media & Businesses Slow Response
#1: 50% of Small Businesses Say Lead Generation is Biggest Benefit of Social Networking
50%: Generating leads
45%: Keeping up with the industry
44%: Monitoring online conversation
38%: Finding vendors/suppliers
#2: Online Forum Users Are Enthusiastic Brand Advocates
79.2% of forum contributors help a friend or family member make a decision
about a product purchase – compared with 47.6% of non-contributors and 53.8% overall.
65% of forum contributors share advice
(offline and in person) based on information that they’ve read online – compared with 35% of non-contributors and 40.8% overall.
57.7% of forum contributors proactively recommend someone make a particular purchase
– compared with 16.9% of non-contributors and 24.9% overall.
#3: Only 47% of Companies Experimenting With Social Media
47% of brands are still in the experimental phase,
meaning they “exhibit lots of social activity with little connection or integration with each other.”
24% are community ghost towns,
meaning there is no engagement and very few members with no return visitors.
20% show a cohesive strategy
and typically had robust engagement tools and multiple activities with an active participation from their community.
9% show community overload
with multiple messages to the same audience, most likely causing confusion and diluting the message.
Of the 135 communities they examined, only:
44 have a community manager.
A community manager acts as the face of the community. Without one, there is no cohesive bond between the community sponsors and its members.
44 allow social networking.
This practice allows community members to connect with each other and find shared interests, thus promoting further connection.
35 offer social bookmarking.
This best practice gives community members a tool to personalize and aggregate their online experience at the brand’s destination site.
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