Despite the intense focus on social media and measurement in PR and marketing departments, a new and somewhat surprising study from web content management provider Kentico Software downplays social content’s ability to define a brand.
Just under half of customers around the world claim to have recommended a product or service on a social media site, but the Kentico survey implies that home pages are far more important than social media accounts when it comes to establishing a brand’s reputation.
What weighs most heavily on brand affinity?
- 28% word of mouth
- 25% brand website
- 18% in-store experience
- 7% social media
This may seem surprising, but social media campaigns rarely define brands, and very few customers develop an “affinity” for a brand due to its Facebook posts or tweets.