Sociablelabs.com recently concluded their study of over 1088 consumers on Facebook and their purchasing habits on the social media site.
The results were positive for those invested in Social Media Marketing. On average, consumers were very open to purchasing and learning about new products on social media. Debunking the myth that consumers aren’t interested in brands and products on platforms normally associated with socializing.
However, the study showed that consumer’s friends who shared brand’s products and deals were more likely to get the attention of a new consumer than advertisements originating from the brand. Emphasizing the already highly important role of brand ambassadors, and enforcing the basic rule-0f-thumb for brand’s to engage and interact with potential consumers.
Just how important ARE brand ambassadors to brand’s on social media?
According to the study, 62% of consumers have checked out a product posted by one of their friend’s on Facebook. From that 62%, 75% of the consumers who read about the product clicked on the link that took them to an external point-of-purchase or brand’s website.
53% of those consumers PURCHASED something.
Quantified from the study of 1088 people, that is a little over 1-5 people who saw an ad on Facebook posted by a brand ambassador and bought something.
In addition to the power of brand ambassadors and word-of-mouth advertising on social media, the study also calculated people’s trust in advertising on social media. 48% of consumers studied found Facebook very helpful in searching for products to buy. This may seem like a lower than expected score, but comparing it to Google, one can see just how powerful social media is:
As you can see, Facebook is essentially even in trust with the “king of all searching,’ Google, and 31% higher than email marketing from retailers, or an online ad.
While the study focused solely on Facebook users, the results are a step in the right direction in answering the all encompassing “ROI” question posed by many critics of Social Media Marketing.
What are your thoughts on the study? Do you agree or disagree with the findings?