The value of social marketing, however, does not lie in its ability to bombard consumers, but rather in its ability to help brands cultivate meaningful relationships. Relationships are what lead to brand loyalty, something this survey makes evident.
Baltimore, MD (PRWEB) December 18, 2012
Most businesses and brands understand that, in the Era of Facebook and Twitter, social media engagement is a crucial marketing tool—but how much social media activity is too much? Social marketing is one field in which more does not always equate to better, something made clear in a recent SocialVibe survey. The survey finds that, while social marketing can be effective at building brand loyalty and generating leads, it can just as frequently lead to great harm. The survey has won a comment from the Baltimore-based marketing firm Endless Leadz.
The SocialVibe survey finds that, while many consumers are interested in connecting with businesses and brands via social networks, a deluge of updates from corporate accounts can lead to a swift severing of ties. In fact, a third of all Internet users in the U.S. have cut ties to a brand simply because they received too many updates, the survey suggests. The same study finds that “excessive updates” form the most common reason why consumers cut social media ties to a business or brand.
This survey data has won a comment from Endless Leadz, a marketing consultancy that offers robust offerings in strategic social media deployment. According to Endless Leadz founder Zsolt Bicskey, the moral of the SocialVibe survey is that balance is an essential part of any social marketing approach. “Many businesses believe that inundating followers and fans with updates is the best course of action, so they end up taking kind of a ‘shock and awe’ approach,” Bicskey explains. “The value of social marketing, however, does not lie in its ability to bombard consumers, but rather in its ability to help brands cultivate meaningful relationships. Relationships are what lead to brand loyalty, something this survey makes evident.”
Indeed, while the SocialVibe survey makes clear that too many social media updates can ultimately do a disservice to businesses and brands, the study also finds that a balanced and strategic approach to social marketing can yield positive results. Specifically, the survey finds that 70 percent of all social media users have purchased at least one product or service as a result of a social media connection with the brand in question. Sixty-one percent say that, when it comes time to make a purchase, the first brands they consider are the ones they are connected with via Facebook, Pinterest, YouTube, or another social network.
“A good social marketing campaign is one that actually values the relationship with consumers, and shows enough respect to refrain from content-flooding,” muses Bicskey. “Businesses do well to shift the focus away from the volume of content they post to social media, and instead think critically about the quality of that content, and how it ultimately plays into their brand identity.”
EndlessLeadz.com is a Baltimore business online marketing firm, owned and developed by serial entrepreneur Zsolt Bicskey. The agency specializes in providing a variety of online marketing services to its corporate clients, including first-class video marketing services, local search engine strategies, social media monitoring, and more. For more information about the firm’s services, visit them at http://www.endlessleadz.com or Facebook.com/EndlessLeadz.