Does Social Media Engage and Activate their audiences?

The question posed by my co-blogger Black Jack Vane (also known as Kalle Heinonen) was an interesting one. Is social media engaing the folk using the services? Take YouTube or FaceBook? Are these good channels to advertise your products and services on? Do they engage and activate your audience?

Rather than give my opinion I decided to check out if anyone with any data had any idea. MediaBuyerPlanner says that social media sites are attractive to retailers. Heavy users (top 20 percent) of social-networking sites are significantly more likely than average to visit leisure-oriented retail site categories, such as apparel, music, jewelry/luxury goods/accessories and consumer electronics, according to a comScore Segment Metrix study.

Comscore goes onto say

There appears to be a natural synergy between the leisure categories and social networking sites. People typically enjoy sharing their experiences with these products, whether it¢‚¬„¢s to talk about their new iPhone or the pair of designer jeans they just bought. Social networking sites offer the venue for those conversations to occur

If we take the data as a basis of loose fact (it’s never 100% accurate) then we can confidently say that targeting the heavy users of social media for the kinds of products that include Music, Jewelry/Luxury Goods/Accessories, Apparel, Tickets, Consumer Electronics, Sports/Outdoor, Computer Software, Books, Movies, Computer Hardware will be well received by heavy social media users.

So it would appear at least for retail consumer sites “yes” is the answer to the question.

Steve is a well known analytics specialist, author and speaker. A pioneer since 2002, he established one of the first European web analytics consultancies (Aboavista), later acquired by Satama (now Trainers’ House) in 2006. In 2008 he wrote his first book Cult Of Analytics published on May 14th 2009. He currently serves as CEO at Quru and has presented and keynoted web analytics topics across Europe. These include The Internet Marketing Conference (Stockholm), The Search Engine strategies (Stockholm), IIH (Copenhagen), the IAB Finland (Helsinki), Media Plaza (Amsterdam), Design For Conversion (Amsterdam) The eMetrics Summit (London, Munich, Stockholm), Divia (Helsinki) in addition to sitting on dozens of panels.

Posted in General, Web 2.0

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