With 93% of Americans expecting companies to have presence in social media, this article questions whether ad agencies should also engage with social media. Of course they should!
Study: Cone finds that 93% of Americans expect companies to have presence in social media. 85% believe a company should not only be present but also interact with its consumers via social media.
If this is the expectation for companies, what about the same expectations for ad agencies? Should they not also be a participant? When agencies should be leading you’ll find a significant number of small-to mid-size agencies are not even participating. They are woefully behind when it comes to social media.
Almost 60% of Americans interact with companies on a social media Web site, and 25% interact more than once per week, 2008 Cone Business in Social Media Study says.
56% of American consumers feel both a stronger connection with and better served by companies when they can interact with them in a social media environment.
Americans believe that companies should use social networks to solve my problems (43%). Companies should solicit feedback on their products and services (41%).
Companies should develop new ways for consumers to interact with their brand (37%).
Companies should market to consumers (25%).
Men, a much sought-after target in the online space, are twice as likely as women to interact frequently (one or more times per week) with companies via social media (33% to 17%, respectively).
“The news here is that Americans are eager to deepen their brand relationships through social media,” explains Mike Hollywood, director of new media for Cone, “it isn’t an intrusion into their lives, but rather a welcome channel for discussion.”
Wow, these numbers are much higher than I expected. Great article to forward on to clients and peers.