Your socially engaged consumers spend more

By if-admin | January 18, 2012

 New research shows consumers who engage with companies using social media spend up to 30% more than consumers that don’t.

The same research from Bain & Company, suggests they are also more loyal and emotionally connected than customers who are not socially engaged. Bain demonstrated this by looking at the Net Promoter Score (NPS) of customers – the NPS score was 33 points higher for the socially engaged consumer.

To some extent this isn’t surprising – the NPS score of a consumer socially connected to a brand is skewed by a self-selection bias. A consumer chooses to ‘follow’ or ‘fan’ a brand because they have some interest or affinity with it already, indeed they might be a loyal consumer. Other research shows that the main motivation for following or liking a brand on social media is to get the latest information and deals.

Nonetheless, this is useful data when trying to make the business case for increasing investment in social media.

Other useful social media ROI research/data that will help in this area (albeit Facebook focused) includes:

Please let me know if you have other great ROI case-studies.

Latest Posts

Twitter is introducing a new feature called Notes. This will allow you to write a post with a character limit of 2,500. In this blog I'll go into how they are implementing this and what it might mean for users going forward.
Read More
Chirp was Twitter’s first ever developer conference and was launched in 2010 - which was cancelled shortly after and their last live dev conference was in 2015.
Read More
Have a look at the latest happening in the world of social media through our social snapshot!
Read More