[* Just Americans? More I expect, but it is a survey from an American strategy and communications agency.]
Still, it's encouraging news: "According to the survey, 93 per cent of Americans believe a company should have a presence in social media, while an overwhelming 85 per cent believe a company should not only be present but also interact with its consumers via social media. In fact, 56 per cent 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."
This part got me all a Twitter: "... of younger, hard-to-reach consumers (ages 18-34), one-third believe companies should actively market to them via social networks ..."
So, is this the green light for PR companies to recommend building Facebook widgets, niche social networks and dedicated blogs on behalf of their clients to push their brands to the masses? I think it is, in the right circumstances. But don't do it just because you can. Make sure it's the right strategy for the right brand at the right time. Don't set up a Facebook group or blog just because it's the flavour of the month, and then watch it die a slow death. Someone has to manage it, engage people to use and interact with it, monitor what people are saying and respond to them in a timely manner. It needs a lot of effort and commitment if those 18-34ers are going to be receptive. Don't use them to justify the budget, and then discard them. They'll remember!
And if things don't work out, it might be time to tweak your profile on LinkedIn. They seem to be doing well from the curent credit crunch landscape. [Hat tip: Jemima Kiss.]
~ John Carson, Senior Digital Media Specialist, GCI Canada