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Research highlights growing consumer engagement on social sites

Research highlights growing consumer engagement on social sites

An infographic published by Sprout Software has shed light on the benefits of implementing a strong social media presence within a broader website marketing strategy.

In conducting its research, Sprout Social found that while some people prefer to use Facebook to interact with brands – particularly those in the automotive and retail sectors – many others favour rival site Twitter for interacting with tech, government, and entertainment brands.

Further, the research found that brands on Twitter average around 60 messages for every 1,000 followers, compared to 39 Facebook messages per 1,000 fans.

The infographic also showed that entertainment was the fastest growing industry between Q2 2012 and Q3 2013 when it comes to consumer engagement – expanding by 498% on Twitter in that time. The utilities likewise experienced a significant increase in user engagement (273%), as did services (128%) and education (125%).

Those businesses falling under the banking and finance sector were found to be the most responsive to their customers (with an average response rate of 28%), while business services were found to have the most impressive response time, replying to messages within 9.5 hours.

Today, the power of social media for SMEs is widely accepted, and more and more businesses are fine tuning their presence on sites like Twitter, Facebook and Google+. The Social Media Marketing Industry Report, published last year, found that 86% of marketers consider the social approach to be important, with 89% believing that ‘exposure’ is the number one benefit of using social networks.

Richard Bell

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