Deals rate highly with social media users but it’s not the only reason they follow New Zealand businesses on sites like Facebook and Twitter.
A recent survey by MarketingSherpa gave ‘Specials and Deals ‘top billing as the most desired reason for following a brand online. However learning about a brand’s service, new products and features also rated highly in second place. See image below for the results.
The table above illustrates the top motivations of two distinct social media user types following business brands on sites like Facebook and Twitter. In the table we see the ‘max connectors’ (users with more than 500 followers) are more motivated to follow a brand to learn about their business, services, features and new products. The ‘daily users’, on the other hand, are more motivated to follow a brand to learn of new deals and specials.
Essentially the results suggest a brand will see greater results from their social media profiles when they get the ratio of broadcasts matching the results in the table shown above. We suggest a business creates a social media broadcast plan to get the right mix of posts occurring to achieve maximum return from their social media marketing.
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