Email, Facebook, Twitter: How Users Engage With Brands

More than 90% of consumers who are a fan of, or "like," at least one brand on Facebook also receive at least one permission-based marketing email per day, and roughly 75% of consumers who follow at least one brand on Twitter subscribe to at least one brand's email marketing, according to a study by ExactTarget.

Many among such consumers are Social Butterflies, one of 12 distinct online personas that describe online motivations. Some 28% of all consumers under age 25 are Social Butterflies, and more than one-half of all Social Butterflies are Millennials.

Other key facts about Social Butterflies:

• 45% become a fan of at least one brand on Facebook; that level is higher than for any other persona.
• 27% say they're more likely to buy a product after becoming an email subscriber, whereas 16% say they're more likely to buy after becoming a Facebook fan.
• 78% use Facebook Daily; 13% use Twitter daily.
• Social Butterflies interact with brands mostly via Facebook and Twitter, and less so via email, but they are more likely to buy from companies that send them permission-based email.

Below, other findings from ExactTarget's Social Profile Report, which explores how various consumer segments engage with brands across email, Facebook, and Twitter.

Online Personas

An analysis of self-reported online preferences among surveyed consumers found 12 distinct personas that describe motivations for acting online: Inner Circle, Cautious, Info Seeker, Enthusiast, Deal Seeker, Shopper, New Junkie, Gamer, Social Butterfly, Business First, Megaphone, Open Book.

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