Social media often gets a bad rap, most notably for its contribution to the spread of false information and the misuse of user data. But despite this, even with all the negativity surrounding it, Sprout Social reports that the majority (91%) of consumers they interviewed still believe that social media has the ability to connect people.
It’s not just people connecting with each other that makes social media powerful. Social is also a top channel for brands to connect with consumers. For example, nearly 9 in 10 (87%) of marketers told Social Media Examiner that social media has increased exposure to their businesses, with more than three-quarters (78%) having seen increased traffic.
Consumers like when brands listen to them. Part of listening means interacting and exhibiting behaviors that facilitate and encourage connections. More than half (55%) of respondents reported that “liking” or responding to a consumer was one such behavior that helps brands connect with consumers.
About 4 in 10 respondents also reported that getting the consumer more directly involved with content, specifically by inviting user-generated content (UGC), was a good way to help them feel connected to a brand. Read the rest at Marketing Charts.