Consumers expect a social media presence

The highlights of the 2008 Cone Business in Social Media Study came out recently. The results of the study point to a growing trend in how consumers want to be reached by businesses. The study found that 60% of American consumers use social media and of those more than half interact with businesses on social media websites.  93% of American consumers who use social media expect companies to have a social media presence and 85% of them believe those companies should be interacting with consumers through social media.

Cone Researchers say that the results mean that “Americans are eager to deepen their brand relationships through social media,” explains Mike Hollywood, director of new media for Cone, “it isn’t an intrusion into their lives, but rather a welcome channel for discussion.”

Use Social Media to Engage “Hard to Reach” Consumers

The 60% of the research who do use social media are the same markets many companies have a hard time marketing to with traditional advertising means. The consumers who use social media include men, the 18-34 year old market and affluent households (HHI of 75k and up).

“All of this is great news for marketers,” Hollywood explains. “Men and younger consumers are traditionally the most challenging to reach, while the highest income households are typically very desirable; here they are saying ‘Come market to us and interact with us online.’ This is really a license to put more energy and resources into this medium and do it effectively.”