There’s a lot of talk these days about social media users embracing of brands. This article from eMarketer had some interesting stats and, based on the people who were tweeting and retweeting it, I figured it must be pretty good. This stat in particular caught my eye:
According to Anderson Analytics’ May 2009 survey, 52% of social network users had become a fan or follower of a company or brand, while 46% had said something good about a brand or company on a social networking Website—double the percentage who had said something negative (23%).
To me, social media brand loyalty is a different, more powerful version of brand loyalty. Andrew had a great blog post earlier this year about word of mouth. The basic gist being that if you do good things and provide good services as a brand or company, there are people who will talk about you online. And in person to their friends. And to other people in general. Because what you’re doing means something to them.
That’s the tack that we take when we craft social media strategies. Without meaning and relevancy, social media strategies fall flat. You have to give people a reason to follow your brand or company in social networking. Just blasting out tweets to tweet on a timely basis will accomplish little if anything at all. Social media is not a game of who has the most friends, fans or followers. Interaction and interest build loyalty and followership.
I’m with Andrew. I want the 46% that say good things vs. those who just simply become a fan or follower of a business or organization. That’s where the real opportunity lies in social media.