A new study has found at around 90 per cent of consumers would recommend a brand to others if they have had some form of interaction with them on social media channels.
The survey was conducted by the Internet Advertising Bureau, and looked at over 4500 social media responses from the pages of three major Fast Moving Consumer Goods (FMCG) brands; Heinz, Kettle and Twinings. The responses were collected over a two-month period, and over 800 interviews were conducted to support the findings.
The results found that four out of five consumers would be more willing to purchase a brand after being exposed to their social media channels, and the sentiment uplift for the three brands featured in the study was measured at between 17 and 22 per cent.
Through these figures, the IAB estimate that for every £1 spent on social media campaigns, as much as £3.34 in additional revenue could be generated for the brand.
Kristin Brewe, Director of Marketing and Communications at IAB, said: "The study shows that, when trying to create deeper emotional connections with consumers, social media is an essential channel for brands.
"This isn't surprising since social media is the only channel where it's possible for brands and consumers to have meaningful two-way conversations, making the strength of connections that much stronger."
IAB Director of Marketing Sciences Ian Ralph added: "To create an emotional connection brands really need to provide clear, timely and, most importantly of all, relevant content that develops a conversation.
"Social media has the potential to turn brand customers into brand fans. By making people love, not just like your brand, you're more likely to drive future purchases and increase sales."