A study of over 1,500 consumers by market research firm, Chadwick Martin Bailey and iModerate Research Technologies revealed that both Facebook and Twitter are effective marketing tools – 60% of Facebook fans and 79% of Twitter followers are likely to recommend brands they follow.
On purchasing persuasiveness, 51% of Facebook fans and 67% of Twitter followers are likely to purchase products from the brands they follow. In both aspects, Twitter fared better than Facebook, which essentially means that it is a more effective marketing platform out of the two. But these statistics may vary from product to product. A restaurant may have a higher recommendation and purchasing rate compared to a real estate agent.
Increasingly Demanding Consumers
Like it or not, consumers are increasingly demanding, and they expect businesses to be on these social platforms. Below are several comments made by the surveyees when asked the question “What does it say about a brand if they are not involved with sites like Facebook or Twitter?”
“It’s expected that a company have some digital face – whether it’s on FB or Twitter I don’t know – but they need a strong electronic presence or you doubt their relevance in today’s marketplace.” Female 50-54
“Either they are not interested in the demographic that frequents Facebook and Twitter or they are unaware of the opportunity to get more exposure in a more interactive method.” Male 35-39
“It shows they are not really with it or in tune with the new ways to communicate with customers.” Female 18-24.
“If they’re not on Facebook or Twitter, then they aren’t in touch with the “electronic” people.” Female 55-59
It is Up To Us to Use the Tools
The statistics provide a good insight but they should also be taken with a pinch of salt. On a fair note, Facebook provides many features that aren’t available on Twitter, like photos, videos, discussion threads etc. The success rate highly depends on how businesses use them to create value and engagement. Ikea’s Facebook campaign would be a good example.
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Via Mashable
