Brands 50% more popular than celebrities in social media
31st October 2010, 08:29 pm by Matt Rhodes
- Image by Mykl Roventine via Flickr
Internet users in the UK are more likely to follow brands in social media than they are to follow celebrities. A study of over 1,000 internet users (by the IAB, Opinion Matters and RMM) found that whilst only 13.4% of users follow celebrities, more than one in five (20.3%) follow brands. Brands are, therefore more than 50% more popular than celebrities in social media. This is good news for brands and shows the benefits they can get of using social media and using it well. But it also reinforces the importance for all brands of getting a social media strategy in place.
The research also showed than more than one in eight UK consumers have given feedback to a brand or organisation in social media. That is more than half of those who say they are following a brand in the first place and shows that, when consumers are following brands in social media, they are also likely to interact with it.
Another way to ‘interact’ with a brand in social media is not to follow it or to give it feedback directly, but to complain about it in a public arena. The survey found that 7.7% of UK consumers had done just this and in 40% of cases brands had responded rapidly to these complaints and comments. Getting your social media monitoring in place is important for brands as it helps you to find and, if appropriate, respond to mentions and such complaints. The research also shows the benefit of brands monitoring and responding like this – almost four out of every five (77.8%) people who were contacted by a brand were left with a positive feeling about the brand.
So consumers are more likely to follow a brand than a celebrity. Of those who follow a brand, more than half will interact with it and give it feedback. Consumers are also complaining about brands and organisations through social media, and those who receive a response from the brand through the same medium and highly likely to leave with a positive feeling about that brand.
In an environment where we know that most people will happily consume, and be influenced by, discussions and comments. The number of UK consumers actively discussing and feeding back on brands in social media is relatively high, and underlines how critical it is for all brands and organisations to address how they are using social media and to make sure they are using it in a way that makes sense for them, and adds value to them as well as to their audience.
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claire (claireatwaves):
How do they calculate popularity?
And across which platforms?
Which countries
Only 13.4% follow celebrities, only 20.3% follow brands.
Could any of this be down to the fact that brands follow back, celebs don’t (If Twitter is where they were watching)And brands are more likely to engage/offer discounts etc
Interesting piece of research – merits further investigation.
1 November 2010, 9:24 amPR, Public Relations & communications news and features:
[...] on Twitter and almost 80 per cent where impressed by the response that they had received. (Kudos to Fresh Networks for flagging this up) Published Nov 01 2010, 09:45 AM by Ged Carroll Filed under: Twitter, [...]
1 November 2010, 10:10 am40deuce:
Interesting data. Thanks for sharing.
To back up what is said here, we actually did a report a little while ago that showed that most people who follow celebs on Twitter are not really the most active twitter users and just do it because the person is famous. Brands however get much better interaction. Check it out at http://sysomos.com/insidetwitter/followers/
Cheers,
1 November 2010, 7:32 pmSheldon, community manager for Sysomos
renaissance chambara | Ged Carroll - Links of the day | 在网上找到:
[...] Brands 50% more popular than celebrities in social media | FreshNetworks blog [...]
2 November 2010, 11:04 pmLetsgosocial.nl » Blog Archive » Merken 50% populairder dan celebrities:
[...] Freshnetworks komt met opmerkelijke feiten. Internetters in de UK zijn meer geneigd om merken te volgen dan bekendheden. Een onderzoek onder duizend internetgebruikers toonde aan dat slechts 13,4% van de gebruikers celebrities volgen, terwijl ruim eenvijfde (20,3%) merken volgen. Uit het onderzoek bleek ook dat één op de acht consumenten in de UK wel eens via social media op een merk gereageerd heeft. Dus van degenen die een merk volgen gaat meer dan de helft ook de interactie aan. En verder bleek uit het onderzoek dat: – 7,7% klaagt wel eens over merken via social media – Op 40% van die klachten wordt door merken snel gereageerd – Bijna viervijfde (77,8%) van de mensen die door een merk waren benaderd hielden daar een positief gevoel aan over AKPC_IDS += "2781,"; [...]
3 November 2010, 7:41 amMAtt:
Brands “Pay” their followers with rebates and exclusive offers and raffles …..
Comparing that makes no sense, other than for linkbaiting.
my 02$.
3 November 2010, 9:33 amEXPOTECHNIK BLOGAZINE:
[...] Eine Studie von IAB, Opinion Matters und RMM hat kürzlich herausgefunden, dass Engländer eher Marken auf Social-Media-Plattformen folgen als Prominenten. Sie sind im Social Web also durchaus relevanter Content. Allerdings [...]
6 December 2010, 1:31 pmBrands 50% more popular than celebrities | Coldstreams Technology, Innovation & Social Media:
[...] Brands 50% more popular than celebrities in social media | Social media agency London | FreshNetwork…. Share and [...]
9 December 2010, 4:06 am2010 highlights at social media agency FreshNetworks | Social media agency London | FreshNetworks blog:
[...] Brands are 50% more popular than celebrities in social media [...]
23 December 2010, 1:28 pm