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Active Social Media Users Are Brand Fans

August 12, 2010

Though most active users of social networking sites say they visit those sites primarily to stay connected with friends and family, many also want to engage with brands: 65% of such frequent social networking users say they are a fan of at least one brand on Facebook and 31% follow a brand on Twitter, according to a survey from Invoke Solutions.

Active social networkers—those who have at least one active social networking account and frequently engage in social media-related behavior—say they interact with brands via social networks in various ways:

  • 47% say they have posted a comment on a company's Facebook page.
  • 41% have read blogs.
  • 32% have posted a comment about a company or product on their own Facebook page.
  • 17% have sent brand-related tweets on Twitter.

Below, other findings from the report, Hyper Social Networking, which surveyed 314 active users of social networking sites.

Facebook Dominates

Facebook continues to dominate social media: 90% of surveyed social networkers say they have a Facebook account that they use actively.

In addition, 78% of social networkers mention the site when asked what they associate most with "social networking," whereas 31% mention Twitter.

Facebook has also become a key destination for brand information, especially for Twitter users: 62% of those who follow at least one brand on Twitter and 47% of those who are a fan of at least one brand on Facebook say they use Facebook as a source of brand information. Those figures compare with 38% of all social networkers who say the same about Facebook.

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  • by Thad Martin, president, ONEsite Tue Aug 17, 2010 via web

    Interesting piece on the data from various social networking studies you aggregated for this piece on engaging brands. At ONEsite, we work with a wide variety of brands and online communities, and what drives engagement for each is unique to that specific brand, the company’s goals, the type of interactivity on the site and more. For most, engagement is defined by loyalty. While the various stats and studies out there are highly valuable as general guidelines, as an analytical tool they should be accompanied by each company's own social media evangelist, if you will, who can assess a brand's own unique community to determine what drives fans and what keeps them happy and returning for more.

    Thad Martin, president, ONEsite

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