Does Social Network Participation Yield Action?

New data shows how often social media users took action after being exposed to friends’ posts on products, services and companies

Internet marketers and online publishers are constantly looking for new ways to justify the time spent on social media interaction.

New data from ROI Research shows some insight on the value of social media interaction.

According to “S-Net: The Impact of Social Media” from April 2011, 60% of social networks users in the US who saw a friend’s posting about a product, service, company or brand, were at least somewhat likely to take action.

When it came to the specific actions, 61% of Twitter users reported talking about the company of product. Additionally, 59% of Twitter users said they would recommend the company or product and 58% reported they’d purchase the brand or company’s product.

For Facebook users, recommending and purchasing the company’s product was reported the most, both receiving 53% of responses. Talking about the topic rounded out the top three actions, with 49% of respondents citing it as a main action.

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The results

A recent article from eMarketer presents this content in a visually friendly graphic. From looking at the image, it’s easy to tell that Twitter users acted more often, as they were higher than Facebook users in every category monitored.

Facebook is used as a platform for staying in touch with friends and family. Twitter is about communicating in 140 characters or less. I can see how actions surrounding Twitter would be higher than Facebook because specific topics and can targeted to the core audience. With Facebook, although the sources may be respected more since they are friends and family members, users may not be interested in getting promoted to through that platform as often.

What are your thoughts on this data from ROI Research? Does it provide more reasons for engaging in social media activities? Do the results surprise you at all? I’d love to hear your thoughts in the comments section below.


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