Consider These Four Important Social Media Stats
Here are four important social media stats for you! This post is, in part, a riff on Four Great Free Tools and Four Important Stats. And 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) – However does this takes into account what essentially looks like spamming (e. g. buy this stuff!) versus what seems to be more sincere mentions of products, e. g. someone says I love this new Gatorade or I think my New Balance sneakers really make me faster? I know it can be difficult for a large-scale survey of tweets to tell the difference between the two. However, if there is that much of a return, then I 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) – Just what does this mean? 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? And that is a far cry from I want some more of that Amy’s Low-Salt Marinara Sauce with Basil – sooo good. Since the stat doesn’t mention whether the mentions went positive or negative, I suppose it’s a corollary to the old saw, that any press is good press. Note: sentiment analysis is better than it used to be, but still has a ways to go.
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) – This is how viral marketing works, kids. Because if a company can send out its minions to tout a product, even if 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) – However, this may be more of a function of the pervasiveness of social sites versus their influence. E. g. I truly only hear from some of my cousins through Facebook.
Do I give their opinions more credence than I do passing acquaintances’? Sometimes. But do I get 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 chat on the phone. We don’t. Instead, we use 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. And 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.
What do you think?