Survey: Consumers crave connection with brands through social media

Several studies have suggested that social mediamarketing campaigns benefit small businesses in multiple ways - from increased brand loyalty to enhanced company image. A new survey conducted by ROI Research for Performic suggests that consumers are increasingly connecting with brands through the emerging platform.

According to the survey, 31 percent of respondents are interested in having more companies available to communicate and interact with through Facebook. Further, almost one-third of Facebook users found that connecting with brands over social platforms made them feel like valued customers, and they enjoyed being engaged by these companies.

"Social networking has greatly contributed to the shift from strict consumerism to more lively, two-way participation between brands and everyday customers," said Daina Middleton, CEO of Performics.

These platforms are also the stage on which many brand-related conversations take place. More than half of social media users talk about companies or products, suggests the survey.

While only 7 percent of all product-specific chatter occurs online, a recent report from Yahoo found that 38 percent of all word-of-mouth conversations are influenced by the internet. By taking part in these conversations, business owners will be better able to shape these perceptions.