Brands take social media advantage

04 March 2009

Brands which are successful with engaging customers via social media are at a clear advantage over those that do not.

In a new UK report conducted by The Future Laboratory and commissioned by MySpace and Jam it was revealed that social media is becoming a cost effective and essential part of the marketing toolkit for forward thinking brands.

According to the report, a fifth of people using social network sites look for ways to find out what an advertiser has to offer via its social networking profile and a quarter of users enjoy a brand being inside their network as it’s a convenient way to find out about new offers before others do and be invited to exclusive events.

“Social media quite simply allows a brand to create a dialogue with its consumers in a way that’s not been possible before,” said Alex Miller, head of Jam. “Savvy users now expect a particular level of interaction from brands and with 22% saying they are likely to spend more money with an advertiser if they engage or befriend it on a social network, there are clear business benefits to be had.”

For advertisers to have positive engagement with consumers they should: give consumers freebies – reward loyalty and give them access to something they can’t get without you, have an exciting and attractive profile, be transparent about the product or service being sold – be honest and trustworthy and make people laugh and entertain.
 

Martina Mackintosh, London