Digital consumers connecting with brands become active advocates, research shows


E7BA6A60-BFAE-4AB9-8EA0-E0C803254010.jpgeMarketer reported this week on a Razorfish study that looked at how digital engagement with brands effected consumer behavior.

In total, 40% of the Internet users Razorfish surveyed had “friended” a brand on Facebook or MySpace.

Friending inevitably led to increased activity in the marketing channel, fueled by this brand engagement. More than 60% of the respondents said that they usually or always recommended the brand to other people.

The reasons for following were straight-forward: they liked the brand and responded to it.

The main reason to follow or friend a brand was to get exclusive deals or offers, followed by general fandom—because the user was a current customer, or because of interesting or entertaining content.

The survey shows how important it is for marketers not to underestimate the power of creating social connections with brand advocates. The number does not have to be high: these advocates will have a disproportionate impact on your community’s success.