According to a recent study by market research firms Chadwick Martin Bailey and iModerate Research Technologies, consumers of certain brands who are Twitter followers and Facebook fans are more likely to recommend and buy from those brands than they were before becoming followers/fans.

60% of people who are Facebook fans of brands and 79% of people who are Twitter followers of brands are more likely to recommend those brands since becoming fans or followers, said the study. In addition to this, 51% of Facebook fans and 67% of Twitter followers are more likely to buy products and services from the brands that they follow or are fans of.

The survey was based on a study of 1,500 American consumers 18 years and older, conducted by Chadwick Martin Bailey on Feb. 8-9. iModerate Research Technologies conducted one-on-one discussions with survey respondents in order to more fully contextualize their social media behaviors.

The study also found that brands which do not engage in social media are perceived as “out of touch” by consumers. When asked,

“What does it say about a brand if it’s not involved with sites like Facebook or Twitter?”

Respondents gave the following response:

“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