A new study reveals that more social media users are interacting with brand content, which is leading to a call for more relevance and authenticity.
Research by Social@Ogilvy and SurveyMonkey “shows more and more consumers are noticing and actively engaging with brands via social media.” However, U.S. social media users are less likely to interact with a brand than those in emerging markets such as China, Brazil and India, according to the study.
The study finds that in the U.S., among users that have “liked” or followed a brand, 45 percent have interacted directly with a brand and 72 percent received a response.
This creates a need for brands to dig deeper in the way they’re presenting content and interacting with users in social, according to Social@Ogilvy global managing director Thomas Crampton. He says in a press release, “”Companies need to move beyond collecting likes and retweets with meaningless content. Through genuine interaction and content designed to connect with true advocates, companies can drive forward their brand, business and reputation in ways not possible before this era of social media.”
How can brands achieve this?
For some tips, check out the infographic, “5 ways to build a brand’s relevance and trust.” (Click here for a larger image.)