Four Important Social Media Stats
This post is, in part, a riff on Four Great Free Tools and Four Important Stats. I like the important stats. As for the four free tools, I’ll reserve judgment for another day.
- 53% of people on Twitter recommend companies and/or products in their Tweets, with 48% of them delivering on their intention to buy the product. (ROI Research for Performance, June 2010) – I wonder if this takes into account what essentially looks like spamming (e. g. buy this stuff!) versus what seems to be more sincere mentionings of products, e. g. someone says I am loving this new Gatorade or I think my New Balance sneakers really are making me faster? I am well aware that it can be difficult for a large-scale survey of tweets to tell the difference between the two but, if there is that much of a return, then I gotta figure, the people either know – or, perhaps, they just don’t care.
- The average consumer mentions specific brands over 90 times per week in conversations with friends, family, and co-workers. (Keller Fay, WOMMA, 2010) – I wonder just what this means. I mention products all the time, but it doesn’t necessarily mean I’m touting them. Ugh, I hate what they did to my conditioner! Why did John Frieda have to change it? is a far cry from I’m gonna get me some more of that Amy’s Low-Salt Marinara Sauce with Basil – it is sooo good. Since the stat doesn’t mention whether the mentionings are positive or negative, I suppose it’s a corollary to the old saw, that any press is good press.
- Consumer reviews are significantly more trusted — nearly 12 times more — than descriptions that come from manufacturers, according to a survey of US mom Internet users by online video review site EXPO. (eMarketer, February 2010) – And this is how viral marketing works, kids. If a company can send out its minions to tout a product, even if it’s not 100% positively (and it’s more believable that way, as it doesn’t look like mere puffery), then folks eat that up. Astroturfing Nation, here we come.
- In a study conducted by social networking site myYearbook, 81 percent of respondents said they’d received advice from friends and followers relating to a product purchase through a social site; 74 percent of those who received such advice found it to be influential in their decision. (Click Z, January 2010) – I suspect that’s more of a function of the pervasiveness of social sites versus their influence. E. g. I’ve got cousins who I truly only hear from through Facebook. Do I give their opinions more credence than I do passing acquaintances’? Sometimes. But I am getting this Facebook-based advice from them because we don’t pick up the phone or send snail mail or meet in person (we’re too far away to do this, anyway). To my mind, this is almost like giving the phone company credit for marketing strategy if we were chatting on the phone. We’re not. We’re using Facebook. I think this is a potential confusion of medium versus message.
So, are social sites really that important? Is Twitter really that targeted? Do consumers really trust their pals more than they do slick, conventional marketers? Probably maybe, not really and yes. It’s up to the Social Media Marketer to separate the wheat from the chaff with these kinds of stories, and see what’s really going on.