Social Influence: Luck or Science? Make Those Followers Work for You!

When it comes to social media and social influence, which followers are more likely to influence your bottom line? Social media can be a very effective form of marketing, but knowing how to take advantage of all that it offers does require some understanding of how to attract the right kind of followers. Garnering sales thanks to social influence isn’t about luck – it is about knowing who to target and market to!

Statistics show that social media can have a huge impact on your bottom line. Social influence, such as that exacted by those people who follow you or like your brand, can make a big difference.

Check out what studies have found with regard to social media and the importance of social influence:

-       53% of active adult social networkers follow a brand

-       97% of customers identify as “somewhat influenced” to “very influenced” by other customers’ comments about companies

One of the most important things to remember is that there are two main groups of followers, and these are not the same.

Advocates are those followers that typically like, follow, tweet about, etc. your brand based on a genuine like for your product or service. Often they will seek you out after having a good experience, and may even post about that experience. Since, as shown, 97% of customers find that other’s experiences can influence their buying habits, these customer reviews can be incredibly important. However, how likely are they to exact authority upon others? How likely are others to see these reviews and have it influence their purchasing behaviour? As important as these good reviews are – they may not actually make much of a difference. The other con – if there are those that like your product and service, chances are there are those that do not – and these people may be just as likely to post a negative review…

Influencers are those that actually have some pull. Not that the average Joe is not important, but if the name is recognizable, it is much more likely that their influence will be far stronger. Other companies that are in the same industry, or those whose names hold weight, are much more likely to influence the purchasing behaviour of others. That being said, they are also less likely to be committed to your brand or service. Although they may follow you or post about your product, advocates are more likely to be repeat customers and therefore repeat posters.

Since both groups have their pros and cons, it is important to understand the difference and know how to cater to each group in order to get the results you are looking for.

Employing your followers to work as free advertisers is an important part of social influence. Knowing who is following you and what they are saying about your product or service is also very important – make sure you stay on top of posts and likes, as this will only help you to better understand how your product or service is being seen!

For more information about social influence and how to use social media to your advantage, contact Marketing Force at www.marketingforce.ca or 888-766-1221.

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