Because social media marketing is still in its infancy, and thereby bereft of extensive market research, many businesses have been hesitant to invest full-time in the strategy. However, a new study by Constant Contact and research firm Chadwick Martin Bailey may drive brands to the social sphere with renewed vigor.
According to the report, people who follow brands on Twitter are far more likely to both buy from and recommend that brand's products and services. More specifically, 60 percent of brand followers are more likely to suggest that company to a friend, and 50 percent of followers are more likely to buy from that brand after following it.
So how do marketers attract more followers and, hence, more sales? The study also asked consumers why they follow particular brands, and 64 percent - the majority - stated they are "a customer of the company."
Sixty-one percent stated they follow so as to be the first to know information about the brand and 48 percent said following was a way to receive discounts and promotions.
"If your brand makes it to that highly sought-after status, you're in for the long haul," Mashable reports. "A whopping 75 percent of respondents claimed that they had never unfollowed a brand on Twitter."