Following a Brand on Twitter? We Know What’s In Your Closet

When you take the big step to actually follow a brand on Twitter or become a fan of a particular brand on Facebook, a study shows that you are probably very committed to that particular brand.

Brands of all types have grown their social-media offerings a great deal in the past year and ROI Research shows that even with that growth, becoming a fan or following a brand isn’t losing its power on a consumer, according to eMarketer.com.

People are still far from just becoming fans of brands or following them and forgetting about them. “Growth has not diluted the power of social media connections, which still have a link with customer loyalty,” eMarketer notes.

In 2010, the survey notes, 32% of respondents that use social networks said “they were at least somewhat more loyal to brands they were fans of on Facebook,” eMarketer reports. The number has gone up to 34% in 2011.

On Twitter, 40% of the respondents last year said they were more loyal to brands they followed. This year, that number has gone up to 46%.

“At least half of Twitter and Facebook users said they had become more likely to talk about, recommend or purchase a company’s products after they began following the company on social media,” eMarketer reports. “And Twitter users showed a greater level of engagement than Facebook users across all these metrics, as well as in willingness to link to an ad for the product or attend a sponsored event.”