Social media brand recommendations rise while face-to-face conversations fall
According to new word-of-mouth (WOM) research from COLLOQUY, brand recommendations made via social media have grown 4% since the company’s last report in 2011, while the number of ‘real life’ conversations about brands has dropped 4%.
In previous research, COLLOQUY coined the term ‘WOM champions’ to describe the select group of consumers most loyal to and willing to recommend brands. In the company’s latest report – ‘Hashtags, Tweets and Likes: Nurturing Digital Word-of-Mouth Engagement’ – researchers say it’s this group that’s pioneering the move to social, being almost twice as likely to recommend brands via digital channels than the general population.
The report also showed that nearly half the general population believes social networks are an inappropriate way for brands to interact with customers, but that youth markets and the WOM demographic disagree, with 73% and 60% respectively believing it to be an appropriate channel.