Social Media Engagement Leads To Sales
Best Engagement Programs Involve Marketing, Customer Service
A new survey released by J.D. Power and Associates shows social media engagement by businesses results in greater customer loyalty, better conversion rates and ultimately more sales. About 87% of survey respondents, in fact, said online social engagement positively impacts their likelihood to purchase from companies they're connected with. The best engagement programs, according to survey analysis, involve both marketing and customer service outreach.
"Companies that are focused only on promoting their brand and deals, or only servicing existing customers, are excluding major groups of their online community, negatively impacting their satisfaction and influencing their future purchasing decisions," said Jacqueline Anderson, director of social media and text analytics at J.D. Power and Associates. "A one-pronged approach to social media is no longer an option."
Research shows the effects and use of online engagement vary by age. Middle-aged consumers are more likely to engage their favorite brands in a social context, while younger consumers use online engagement to obtain better service. Nearly 39% of consumers between the ages of 30 and 49 engage with their brands socially, while just 23% of those ages 18 to 29 interact in the same way. However, 43% of respondents 30 or younger use social media for servicing engagement, compared to 39% of people between the ages of 30 and 49, according to J.D. Power data.