Should Companies Interact with Consumers on Social Networks?

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Consumers Await on Social Networks - eMarketer

Consumers Await on Social Networks
OCTOBER 10, 2008

Befriended and poked by companies

Nearly six out of 10 Americans who use social media interact with companies on social media Websites, according to a September 2008 study by conducted by Opinion Research Corporation for Cone.

The researchers found 85% of social media users thought companies should interact with their consumers through social media, at least when needed.

“Americans are eager to deepen their brand relationships through social media,” said Mike Hollywood, director of new media at Cone, in a statement. “It isn’t an intrusion into their lives, but rather a welcome channel for discussion.”

Extent that Companies Should Have a Presence in Social Media* According to US Adult Social Media Users, by Gender, September 2008 (% of respondents in each group)

Cone is a brand marketer that counts social networking among its capabilities, so its enthusiasm is understandable. But a growing number of retail e-commerce companies agree, judging by an August 2008 study conducted by Vovici Corporation for Internet Retailer.

Nearly four out of 10 online merchants surveyed used social networks. Of those, nearly one-third said they had a page on Facebook, and more than one-quarter said they used each of MySpace and YouTube.

Social Networking Sites on Which US Online Retailers Maintain a Page, August 2008 (% of respondents)

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