Social Media Directly Correlates to Purchase Behavior

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.

purchasebehavior

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.

HelgeTennø
Visit helgetenno Website.

2 Responses to “Social Media Directly Correlates to Purchase Behavior”

  1. I agree, IF implemented correctly.
    Social media is all about the talking WITH others rather than talking AT people.

    And since it requires the attention and trust of the individuals for them to “sell” and gain the attention of others on your behalf, the side effect of brand building and marketing is that this will only happen if it’s actually useful to everyone. Win win…. if you can implement it correctly as you say.

    Cheers
    Patrick

  2. helgetenno says:

    Hi Patrick, thanks for sharing your thoughts.

    I think you’re right and that, the “win win” situation is the one brands should aspire to.

    And in that recognizing that a “win” is much more than the final “sale”. Every piece and part in the purchasing or loyalty cycle needs to be attributed.

    Best.
    Helge

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