New survey supports trend for social media use

A new survey in the US, published this week, shows some notable trends regarding what consumers expect from businesses and social media.

According to research carried out this month by Opinion Research Corporation for the Boston-based Cone consulting firm, 93 percent of Americans believe a company should have a presence in social media, while 85 percent believe a company should not only be present but also interact with its consumers via social media.

Cone’s study has more interesting numbers:

• 60 percent of Americans interact with companies on a social media website
• 25 percent interact more than once per week
• 56 percent 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
• 43 percent believe companies should use social networks to solve consumers’ problems
• 41 percent think that companies should solicit feedback on their products and services

The researchers interviewed just over 1,000 men and women for the survey which suggests you have to stretch some beliefs as this small number is said to represent the views of the population at large, some 300 million people.

While the numbers are far higher than I’ve seen in any other research, I think this survey is useful as it supports some other views that suggest an increasing trend for consumers to use social engagement tools – which include blogs, podcasts, video sharing sites and social networks such as Facebook – in their interactions with companies and brands, and vice versa.

The only trouble with the survey, though, is that neither the researchers nor Cone clearly define what they mean by ‘social media.’ A definition from them would put the survey findings into better perspective. Plus, some detail on some of the metrics.

For instance, what types of social media do those surveyed prefer? Blogs? Social networks? Twitter? And ‘interact’ means what, exactly? A blog post with a means to comment? A Facebook group where you can become part of a community? Or what?

Still, it’s useful data.