Public Relations & Social Marketing Insight

Among consumers who sometimes or always recommend brands to others, sharing information face-to-face (80%) remains by far the most popular method of doing so, far ahead of email (51%) and social networks (39%), per results from a COLLOQUY.com study. Still, recommendations appear to be slowly moving online: the proportion using face-to-face conversations has gradually while those using social networks have edged up by 4% points since 2010.

One group appears to be leading the charge.The study identifies a subset of consumers dubbed “WOM Champions” – those who are highly likely to recommend their favorite brands and who are also well-connected and communicative – comprising 28% of the general population. Among WOM Champions who are also loyalty program members, 60% are using social networking platforms to discuss products and services, up from 48% in 2010. Half also use mobile messaging to discuss brands....

Why do you read the updates you read?

Why do you browse the products you browse?

There are hidden motivations behind a lot of the actions we take online, especially so with social media. The influence of friends and family has a big impact on what we click, view, share, and like.

Researchers have discovered some specifics behind why friends impact us the way they do. These insights cover the way we interact and reciprocate, the time we spend online, and the buying decisions we make. It’sfascinating to learn, and helpful for marketers to know, too....