Word of mouth research: 59% of social media users interact with companies on social media sites

A September 2008 Cone Business in Social Media study concludes that 60% of Americans use social media, and of those, nearly 60% engage with companies on social sites—one in four of which interact with companies more than once per week.

The study goes on to reveal that a whopping 93% of social media users believe a company should have a presence in social media, while 85% believe that a company should not only be present but also interact with consumers.

Other findings:

  • 56% of social media users feel both a stronger connection with and better served by companies when they can interact with them in a social media environment
  • 43% of users believe companies should use social networks to help solve their problems
  • 41% believe companies should solicit feedback on their products and services through social media
  • Men are twice as likely to frequently interact with companies online than women

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  1. mas2124

    Why do 85% of social media users think businesses should have a social media presence AND interact with consumers, when only 60% of social media users actually interact with those businesses when given the opportunity?

    On a different note, this posting appears to refer to the everyday consumer. What happens if we substitute “consumer” with “client” and ask if big businesses, who have far fewer clients than a Walmart or a Home Depot, and require those clients to spend far more money in regular monthly fees, should participate in social media networks. What is the answer then?

  2. Cale Johnson, GasPedal


    Good question. While I don’t know the official answer, I’d guess a lot of respondents like the idea of having brands present in social networks ‘just in case.’ There’s lots of documented scenarios of a customer describing problems with a company or product in a social media setting — and then that brand reaching out and helping resolve the issue.

    So, in effect, while only 60% engage regularly with a brand, 85% clearly want that channel of communication and interaction as an option (even if they haven’t used it yet).

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