eMarketer estimates that nearly nine in 10 US companies with 100 or more employees will use social networks for marketing purposes this year. Those aiming for quality fans would be wise to get promoters’ attention.
According to a May 2015 study by Social@Ogilvy, 84% of social media users worldwide “liked” or followed a brand or product on social, and 58% shared brand experiences—whether good or bad. However, just 19% were brand promoters—those who said they were extremely likely to recommend brands and products to friends.
While promoters represent a small share of social users, they’re an important group for brands, as they’re more active than others. Two-thirds of promoters said they actively followed brands on a regular basis, while just half of sharers said the same. Read the rest at eMarketer.