How are Are We Influenced Through the Social Media?
Consumers trust recommendations from peers from over all forms of advertising but content really spreads 5 to 1 on Twitter and 9 to 1 on Facebook. It makes sense because Facebook is a social network where ties are usually closer (relatives, colleagues, family) than that connections made on Twitter (fellow networkers, marketers, curators, celebrity, etc).
These are several ways of looking at influence on an author or “person” level. Whichever one you choose to subscribe to, companies must develop a customized way to find influential content on the web about their brand — and this doesn’t start with measuring the influence of people, it starts with identifying influential content. Instead of by page and over-all number of likes or followers, one’s influence should aptly be measured according to how likely a post is to show up in a search plus how many other sites with relevant keywords are linking to that specific page and the credibility of the influencer for a specific campaign / topic.
It is also something that can only be measured with a custom-developed program of online listening, it is really important to consider the relationship between a brand and its market of potential customers. Measure the language and sentiment of brand interactions and you’ll see what work you need to in developing that relationship.
In an infographic recently published by Crowdtap about social media and the power of peer influence, it goes through a brief history and includes new statistics from Neilsen and a Crowdtap poll from their new whitepaper The Power of Peer Influence.
In What Ways Are We Influenced in our Buying Decisions?
People’s buying decisions are likely to be influenced through the following:
1. 70% – A friend or family member suggested it online (almost always through Facebook)
2. 61% – A friend or family member suggested it in person or by phone (It’s funny how Facebook recommendation actually beats in-person recommendation which is why it makes sense that Facebook now introduces Action Links: “Save this Place, Fave This Product”.
3. 59% – Read about it from an online article
4. 49% – Learned about it from an advertisement (magazine/TV,Radio,Online ad)
5. 32% – Recommended by someone followed on Twitter
Those are the ways how we get influenced on our buying decisions. Mostly through a recommendation on Facebook, a co-worker liked a brand’s page or someone we’re connected to on Twitter. People are shifting their attention from the traditional media to social media, is your brand jumping on the bandwagon?