You might talk the talk, but do you walk the walk? These two reports show that consumers want more interaction with brands via social media, but that businesses arenít effectively measuring this engagement, potentially losing out on a very lucrative channel.
Global interactive marketing provider ExactTarget found that nearly half of UK consumers interact with brands on Facebook and nearly a quarter of those are more likely to make a purchase from that brand. Based on more than 1,400 consumer interviews and surveys, the report also shows that 7 percent of all UK consumers have followed a brand on Twitter, with 32 percent of those saying they are more likely to buy from the brand after following it on the social network.
Research by EPiServer, a multichannel digital marketing and ecommerce software specialist, revealed that only one in ten UK businesses effectively measure ROI of their social media outreach, despite more than half increasing their investment in social media over the past year. The survey, which asked 250 UK marketing decision makers, also highlighted that 17 percent of respondents said they are planning to set up more social media channels in the coming year, but only 22 percent of firms said they have a social media or community manager in place.
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