Technorati has published its 2013 Digital Influence Report with some very interesting findings. The report covers information about consumer behavior, how brands can create influence and what kinds of media channels are most successful in achieving different goals.
The entire report is 34 pages long and is packed with very useful research digital marketers can use. Some of the significant findings include why consumers follow brands, where content is most likely to be shared and which sites are most trusted by consumers.
Why Consumers Follow Brands
Technorati studied Facbeook, Twitter, Pinterest, YouTube and Instagram users to find out why they follow brands. The results were interesting and can help brands better understand how to leverage their social media accounts.
The number one reason consumers follow brands on:
- Facebook is to learn about products and services.
- Twitter is to keep up with activities.
- Pinterest is to learn about products and services.
- YouTube is to learn about products and services.
- Instagram is to keep up with activities.
The most popular reasons for following brands are to learn about products and services and to keep up with activities. By understanding why your target market is likely to follow your brand on different channels, you can use your accounts to fill that need and use each channel more effectively.
The results of this study also serve as a reminder that consumers view different social media sites differently. For example, your market may see your Facebook page as a great place to learn about your products but not the best place to find out about your company’s recent activities. When you understand this concept, you can use each channel to fill those expectations and provide the type of content your market is looking for on each channel, more effectively sending your message.
Facebook is Most Shared From Website
Technorati’s report also found that Facebook is the most shared from website. It beat out blogs, news sites, retail sites, other social media sites, and several other types of websites. Interestingly, brand sites are the least shared from type of website. What does this mean for your business? It means that if you want your users to share content you need to focus on Facebook. Posting interesting and shareable content to your Facebook page may be one of the best ways to leverage online word of mouth and encouraging your customers to act as influencers over their friends.
Facebook Second Most Trusted Behind News Sites
A related finding revealed in the report is that Facebook is the second most trusted site, second only to news sites. This statistic is an amazing finding, considering all the sources that were also studied: retail sites, online magazines, brand sites, blogs and other social media sites.
If your market trusts Facebook more or just as much as news sites your brand has an excellent opportunity to reach its customers. Building trust is essential to a successful digital marketing and social media marketing strategy and this statistic shows that it is very possible to build trust through your brand’s Facebook page.
Knowing and understanding these statistics, and the many others included in the report, can help your brand use social media more effectively.