The Operative Word Being “Social”

Many years ago, in the days of dinosaurs and Netscape Navigator, chatting to someone on a computer branded you as a shut-in who recoiled from the burning light of day. Now, social networks are an integral part of our social lives. As we understand more about how people use social media, we learn that online engagement translates directly into offline engagement. Understanding how social media shapes our lives is now vital for businesses involved in retail, entertainment, and information.

People tend to trust word of mouth (whether they should or not), and social networks have made it possible to access personal opinions about everything from restaurants to those decorative balls that people, for some reason, put in vases. Last year, IBM found that nearly 80 percent of consumers turned to social networks to research products. It doesn’t stop there; active social networkers are also getting out into the world and being, well, social.

According to the Nielsen Company, an adult social networker is 19 percent more likely to attend a sporting event, 18 percent more likely to go to a gym, and 45 percent more likely to go on a date. Social networking and social media platforms are increasingly becoming the place where we make our plans for going out. We connect with our friends, find deals, and then we get out of the house.

In this new age of social consumerism, social networkers don’t mind being marketed to. They enjoy having their favorite brands cater to them. In fact, 53 percent of social networkers follow a brand. Digital consumers understand advertising and are happy to take advantage of targeted marketing that is relevant to them. Just don’t try to trick these savvy consumers with fake grassroots techniques—they’ll take offense at the inherent lie of astroturfing. Companies need to get the message out there, target audiences according to their needs, and be part of the conversation.

The take home lessons are really all about communication. Social networkers are communicating more efficiently, and they’re becoming more discerning and more active consumers as a result.