Survey: Consumers seek social assistance from brands
Retailers should use social media for more than self-promotion.
That’s according to a survey from Sprout Social, in which 78% of respondents indicated they want brands to use social media to bring them together. And 91% of consumers believe in social media’s power to connect people. Eighty-one percent say brands are good connectors because they carry products and services that appeal to a diverse range of customers.
Looking at specifically how consumers want brands to use social media, the survey finds:
• More than half of consumers (55%) want brands to use social to help connect like-minded people with each other. • 52% want to meet people different from them. • 42% want to learn new skills. • 36% are looking for communities they can belong to. • 26% want to not feel alone.
The study shows there is tangible ROI for retailers who provide consumers with social connection. When people feel connected to brands, 57% will increase their spending with that brand and 76% will buy from them over a competitor.