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Survey: Consumers want to initiate social media interaction

Jeffersonville, Ind. - Almost three-quarters (72%) of consumers only want to socially interact with a brand when they first comment on social media channels. Findings from a new customer survey from Accent Marketing Services LLC also show that 75% of Millennials find it helpful when other customers/followers respond to a question or comment posted on a brand’s social media channel, compared to 55% of Baby Boomers.

In addition, 82% of consumers use Facebook to speak with a customer service representative and two-thirds of consumers use Facebook to find good deals and promotions, including 80% of Baby Boomers. More men (34%) than women (25%) use Twitter to speak to a brand they have purchased a product from.

“Consumers behave differently across channels and if brands are going to create engagement that drives customer loyalty and builds brand advocates, it’s increasingly important for CMOs to understand their customers’ behavior on varying channels,” said David Norton, executive VP customer analytics and insights at MDC Partners and Chairman Accent Marketing Services. “To be a part of the conversation, CMOs need to have a social strategy in place to build a trusted relationship with their consumers and within their social community, ultimately creating a lifetime of engagement on social channels and in person.”