– 60% of Americans interact with companies on a social media Web site.
– 25% interact more than once per week.
– 56% of American consumers feel a stronger connection with and better served by companies when they can interact with them in a social media environment.
These results are actually shocking to me, primarily because I have a hard time believing that 56% of Americans have interacted with a company using social media. I’m not sure how Cone is defining “social media” – perhaps their definition is broader than the one that I would give the term. But I really can’t believe that many companies are up and active and using social media effectively enough to have interacted with their customers using that medium.
I have heard the examples (as you have) about Comcast and Zappos using Twitter. I know that many consumer facing sites are using Facebook and MySpace. But are this many businesses really using social media enough to be communicating with their customers that way?
Apparently I’m not the only one who is perplexed by these figures. This blog post by Steven Hodson at WinExtra says it better than I would, so please link over and read his post if you’re skeptical about the numbers, too.
But taking the study at its word, this is really bad news for businesses that aren’t using social media. Those slackers better catch on immediately. According to the study, 93% of Americans believe that a company should have a presence in social media.