New research by NM Incite, a Nielsen/McKinsey company, shows the reasons US social media users visit sites like forums, blogs, FB, Twiter, video sharing, consumer rating and other social networking sites. 89% Keeping in touch with friends
88% Keeping in touch with family
70% Find new friends
68% Read product reviews
67% Be entertained
64% Be creative
Social Media usage is driven by 3.000.000.000 new participants in the medialandscape´s urge to
- Enhance and create new relationships
- Strengthen and maintain identity
- Belong
All of these to create a better self-esteem. Brands want relations with customers. Customers asks:
“Do I need this brand to survive?”
“Do this relatonship serve my needs? If the customers to a brand have answered YES to both of these questions. It´s because the brand has either made them
- Feel good through sharing values, experiences, goals etc
and/or
- Made something that is experienced as useful in one way or another i.e news, exclusive offers etc Mike Walsh, the slickest man alive, but great trendresearcher says we share because of these motivators (thanx @properator for link)
1. To be a network alpha
2. To be more attractive
3. To think out loud
4. To be part of something bigger
5. To build social ties
6. To get feedback
7. To be famous My point is that billions of new participants in the medialandscape publish information publicly 24/7 everyday, nonstop. And they are in 24/7 need of social currency. Of something to create and share. This is what brands should provide to get better effect of their marketing initiatives.
