AMERICANS EXPECT COMPANIES TO HAVE A PRESENCE IN SOCIAL MEDIA

Almost 60 percent of Americans interact with companies on a social media Web site, and one in four interact more than once per week. These are among the findings of the 2008 Cone Business in Social Media Study.

According to the survey, 93 percent of Americans believe a company should have a presence in social media, while an overwhelming 85 percent believe a company should not only be present but also interact with its consumers via social media. In fact, 56 percent of American consumers feel both a stronger connection with and better served by companies when they can interact with them in a social media environment.

“The news here is that Americans are eager to deepen their brand relationships through social media,” explains Mike Hollywood, director of new media for Cone, “it isn’t an intrusion into their lives, but rather a welcome channel for discussion.”

When asked about specific types of interactions, Americans believe:

• Companies should use social networks to solve my problems (43%)
• Companies should solicit feedback on their products and services (41%)
• Companies should develop new ways for consumers to interact with their brand (37%)
• Companies should market to consumers (25%)

Hard-to-reach consumers

Men, a much sought-after target in the online space, are twice as likely as women to interact frequently (one or more times per week) with companies via social media (33% to 17%, respectively).

“The ease and efficiency of online conversation is likely a draw for men who historically do not seek out the same level of interaction with companies as women,” says Hollywood.

Likewise, of younger, hard-to-reach consumers (ages 18-34), one-third believe companies should actively market to them via social networks, and the same is true of the wealthiest households (household income of $75,000+). Two-thirds of the wealthiest households and the largest households (3 or more members) feel stronger connections to brands they interact with online.

“All of this is great news for marketers,” Hollywood explains. “Men and younger consumers are traditionally the most challenging to reach, while the highest income households are typically very desirable; here they are saying ‘Come market to us and interact with us online.’ This is really a license to put more energy and resources into this medium and do it effectively.”

About the survey:

The 2008 Cone Business in Social Media Study presents the findings of an online survey conducted September 11-12, 2008 by Opinion Research Corporation among 1,092 adults comprising 525 men and 567 women 18 years of age and older. The margin of error associated with a sample of this size is ± 3%.