Razorfish analyzes brands' social influence

NEW YORK: About a third of consumers are not connecting with brands on social networks, which is an untapped market, according to a study from digital marketing company Razorfish.

NEW YORK: About a third of consumers are not connecting with brands on social networks, which is an untapped market, according to a study from digital marketing company Razorfish. "Fluent: The Razorfish Social Influence Marketing Report" also found that 56% of consumers spend at least $50 online a month and that 80% belong to one to three social networks.

The study surveyed 1,000 customers about social media and e-commerce activity and, Shiv Singh, VP and global social media lead at Razorfish, told PRWeek that one interesting fact from the report was that 71% of respondents reported sharing recommendations of a product, service, or restaurant online every few months, but 62% reported that they do not seek opinions about brands through social media. He said this is one area where he sees consumer habits changing, turning to social media for more recommendations and information about brands.

The study “provides very specific guidelines on how consumers want to interact with brands in the social Web,” Singh said. “Increasingly, it's up to the PR industry and the PR professionals to manage those interactions and manage how word of mouth works and how it spreads."

As a part of this report, Razorfish included essays on topics, such as how to use Twitter to build a better brand, and introduced a service called the Social Influence Marketing (SIM) Score, which determines how a brand is being talked about online, and compares a brand to its competitors in that space.

Razorfish also included in the report several implications for marketers, including that brands must identify who influences perception; social media platforms require a new type of marketing language; and brands who provide value to consumers are rewarded by customer loyalty.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Would you like to post a comment?

Please Sign in or register.