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A recent study of over 1500 consumers by market research firm Chadwick Martin Bailey and iModerate Research Technologies found that if a brand has a social media presence, then 60% of its Facebook fans and 79% of its Twitter followers are more likely to recommend that brand since becoming a fan or follower. Considering Facebook’s over 400 million users, the opportunity is great for social media marketers.

While social media is not the shopper marketing silver bullet that some pundits claim it to be, it is an extremely important and relatively low cost touch point that has a direct impact on sales and positive word of mouth. In fact, companies not actively engaging are missing a huge opportunity and are saying something to consumers – intentionally or unintentionally- about how willing they are to engage on consumers’ terms.

The study also uncovered perceptions among consumers that those brands not engaging in social media are out of touch. Below are some answers to the question “What does it say about a brand if they are not involved with sites like Facebook or Twitter?”

• “It’s EXPECTED that a company have some digital face – whether it’s on FB or Twitter I don’t know – but they need a strong electronic presence or you doubt their relevance in today’s marketplace.” Female 50-54
   
• “Either they are not interested in the demographic that frequents Facebook and Twitter or they are unaware of the opportunity to get more exposure in a more interactive method.” Male 35-39
   
• “It shows they are not really with it or in tune with the new ways to communicate with customers.” Female 18-24.
   
• “If they’re not on Facebook or Twitter, then they aren’t in touch with the “electronic” people.” Female 55-59