There seems to be a more “direct marketing” effect from social media than brand value and loyalty
. According to Razorfish the engagement from social widgets and applications directly correlates with purchase behavior.
I would like to relate two strands to this:
. Social media is a conversation, not a media channel. So old hat thinking where companies try to interrupt the reader won’t work
. Creating valuable interactions with your participants requires that companies become a part of the conversation.
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. The web is a set of cooperative platforms, this means that you don’t have to see a solution on the same platform where you create engagement. You have to see how you can create a pattern, where the result of the interaction between platforms leads to the definite success.
With this in mind, the Razorfish “Social Media Measurement: Widgets and Applications” survey gives us some interesting facts:
- “purchase behavior directly correlates to how deeply a consumer engages with a piece of social media *and* where they discover the media.”
I would say this, to some extent, proves that social media, widgets and applications are successful if implemented correctly
. Not only for brand building and participation, but for direct marketing as well.