In an earlier post I posted some research about how companies are struggling to measure social media ROI.
Wave 2 of The Faces of Social MediaSM from Knowledge Networks might provide a clue:
Purchase decisions of 38 million 13 to 80 year-olds in the U.S. are now influenced in various ways by social media — up 14% in just six months.
- 23.1 million discover new brands or products through social media (up 22% from 2010)
- 22.5 million use social media to learn about unfamiliar brands or products (up 9%)
- 17.8 million are strongly influenced in their purchase decisions by opinions in social media (up 19%)
- 15.1 million refer to social media before making purchase decisions (up 29%)
That’s a lot of people! And a 14% increase in just six months is not to be sneezed at.
An increasing Share of Voice in these conversations shows real ROI.
The question is no longer should we be doing social media – it’s are we doing it right?
Image credit: Fotolia
