Being Unlike Is Not the End of the World (MarketingVox)

Being Unliked Is Not the End of the World (Unless You Are Talking about Facebook’s Ad Revenues)

Click to enlarge

Data from a new report [pdf] from Exact Target and CoTweet called “The Social Break-up” show that a consumer’s decision to “unlike” a company has surprisingly little impact on the perceived likelihood that they will buy from that company in the future.

In total, 63% of consumers said they were as likely or more likely to purchase something from a company after ending their Facebook relationship. Another 18% said they only “unlike” a company if they never bought anything in the first place.

Is It Worth Investing in Social Media or Not?

This data point adds to the complex and multi-layered picture of Facebook and social media. Namely, there is a growing sense that it may not be worthwhile for some brands to invest all that heavily in these channels. Earlier data from a study by Edison Research last year on Twitter usage comes to similar conclusions. The Edison study doesn’t discount the popularity of Twitter – in fact it reports that 87% of respondents have heard of Twitter, compared to 88% who had heard of Facebook. The findings also suggest that Twitter users are hyper-aware of brands on Twitter.

The study found that 42% learn about products and services via Twitter and 41% provide opinions about products/services. An additional 19% seek customer support. A grand total of 49% follow brands or companies.

Here is the rub however: the data also suggests that Twitter users do not necessarily convert brand awareness to usage, Social Media Today says. Although 87% of Americans have heard of Twitter – only 7% actually use it. Compare that to Facebook, where 88% have heard of it, and 41% have a profile, which is a conversion rate approaching 50%, Social Media Today notes.

Clearly some companies belong on Twitter – namely brands that are seeking to shape consumers’ opinions and possibly engage them in a conversation. And just as clearly, some don’t.

Some thoughts on the latter:

Mass-market brands with straightforward products. Gillette is a good example, according to Fast Company. Brands such as Gillette that are positioned based on functionality superiority are not likely to benefit from a social campaign, a study by Vivaldi-Lightspeed found.

In that study, 96% of respondents in the study tout Gillette’s good quality and reliability. At that point, Gillette should take that goodwill and run, the study goes on to say. “Conversation might lead to a discussion of downsides such as price and alternative products,” says Markus Zinnbauer, a director Vivaldi. (via Fast Company).

Small businesses that don’t have a significant online or social media presence. That group is far larger than one might realize, according to a Citigroup study. Most small businesses today aren’t leveraging the basic online tools readily available to them to help grow their businesses, the study found. Namely, in the last year 37% of small businesses have not used a website for marketing or expanding their business and 84% have not used e-commerce to sell their products or services. Additionally, 62% aren’t using basic email for marketing their business. Before such a company jumps on the Twitter bandwagon it would be far better off to master these fundamental online marketing tools – particularly email marketing.

Companies that don’t have a mobile strategy or presence. There is a strong tie between social media and mobile, according to the Edison study, which found that 63% of Twitter users said they accessed social networks via mobile phone, and 73% sent SMS text messages multiple times per day.



About knev

Absolutely out of my mind.
This entry was posted in Facebook, MarketingVox. Bookmark the permalink.

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s