Social Media Users and Engagement: Why Engage With Brands on Social Media?

We commissioned original research in a study of 1,115 respondents via our website, to find out about social media engagement. We wanted to know how people interact and engage on social media and how important brands are to the experience. 

90% use social media to catch up with friends, while commenting on friends’ pages and photos are the most popular interactions. Sharing is prolific - almost half (43%) say getting news is one of the main reasons they use social media. 

Some other interactions include: 

• Over half (56%) look at profiles of people they don’t get along with. 
• 53% use it to see what a loved one is up to. 
• 37% use social media to look for profiles of people they find attractive.
• About a third (32%) view pictures of people they have never met. 

Social media is always going to be about connecting people, mainly friends and family. This medium has enabled a new type of voyeurism, easily allowing people to compare themselves to others. Such as looking up that person they fell out with a few years ago, friends of friends or former partners. As a medium so easy to access and connect on, it also provides an easy escape valve and a time effective way to socialise.

How do brands fit in? 

 

Friends and family are the main focus of interaction but brands are still an important part of the experience. 48% have interacted with brand pages and over one in four (28%) say getting information on brands is a main reason why they use social media. 

There is also an influence on purchasing behaviour. 41% have bought something because of a recommendation on social media. Of those who purchased, 68% was due to a recommendation from friends, 45% from family and 43% from brands. Considering that WPP has taken a U-turn on this medium to increase spending shows how important the online social space is to advertisers.

Interaction for users is people focused but the experience is brand influenced. Social media empowers people in new way and brands can become part of this experience so long as they interact in the right way. With 45% using social media to complain about a business or service it is vital that brands have the appropriate tone and strategy to experience online social success. 

For more information please contact me at: paul.barnes@gmgradio.com

Paul Barnes

Media Analyst 

Our presentation for this study here
Fascinating social media focused site - The What Noise.
How Social Media Can Save Consumers Money here.
The State of Brands on Facebook infographic here.