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:
- 1. 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.
2. 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.