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Brands' Social-Consumer Mandate: Why It's Important That Brands Have a Strong Social Presence

brand interaction, brand social media networks, connected customers, customer interaction, HootSuite, Marketing, Pr, Public relations, Social Engagement, social management, social media investment, social media pervasivenessReport Examines the Importance of Social Media Across the Customer Journey

About half of Americans (48 percent) have interacted with companies or institutions on at least one of their social media networks—and new research from social management platform Hootsuite indicates that companies that do not invest in social media may risk losing touch with customers and being outpaced by competitors.

“This research underscores the pervasiveness of social media and the massive opportunities available for organizations that use social to engage with their customers,” said Penny Wilson, chief marketing officer at Hootsuite, in a news release. “Today social plays a key role in determining and influencing customers’ attitudes, motivations and behaviors. Now, more than ever, there’s an opportunity to tap into social and connect with customers when, where and how they want, helping to maximize sales.”

Highlights from the online study, conducted by Harris Poll, in the U.S. and the UK:

More than four out of every five Americans (83 percent) have a social media account.

  • Nearly half of Americans (48 percent) have interacted with companies or institutions on at least one social media network.
  • 41 percent of Americans say it’s important that the institutions they engage with have a strong social media presence.
  • Americans who have a social media account:
    • 28 percent would rather engage with a brand/organization on social media than visit a physical location.
    • 59 percent agree that customer service via social media has made it easier to get questions and concerns resolved.

In the U.K., roughly three of every four adults (77 percent) have a social media account.

  • 40 percent of U.K. adults say it’s very/somewhat important that companies they purchase from have a strong social media presence.
  • U.K. adults who have a social media account:
    • About one in three (34 percent) would rather engage with a brand/organization on social media than visit a physical location.
    • 56 percent agree that customer service via social media has made it easier to get questions and concerns resolved.

Based on the research, it is clear that understanding the role of social media in determining and influencing consumers’ attitudes, motivations and behaviors is more important than ever.

“Marketers who align communication strategies to target customers at the right time, in the right place and with the right message will see success,” said Wilson.

More from Hootsuite:

This survey was conducted online by Harris Poll on behalf of Hootsuite from May 25-29, 2016 among 2,048 adults ages 18 and older in the U.S. and among 1,029 adults ages 18 and older in the UK. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated.

Source: Marketwired; edited by Richard Carufel

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