Home  › Stats
facebook-automation

Facebook the Most Trusted Channel for Brand Recommendations [Survey]

  |  December 12, 2013   |  Comments

The just-released Social Recommendation Index shows that Facebook is the most trusted social media platform for product and service recommendations.

As social media has developed as a method of amplifying the power of online reviews about brands, Facebook has become the most trusted channel for product and service recommendations.

The new Social Recommendation Index by Social Media Link reveals that 92 percent of respondents trust social recommendations from people they know. Close to 70 percent of them turn to Facebook for product reviews, compared to 63 percent prefer blogs and retail websites, respectively.

Meanwhile, 56 percent of consumers surveyed said they trust Pinterest for product and service recommendations, 5 percent more than YouTube. Forty-one percent go to Twitter and Google Plus.

"Of all the social networks, your Facebook friends are people with whom you have the deepest relationship. Relatively, Facebook networks are closed and thus valued by marketers," says Jordan Herrmann, marketing director at Social Media Link. "People share content on Facebook that they think their networks will respond to, and consumers understand this."

sml

Recommendations from family and close friends have gained the most credibility when it comes to purchase decisions, while celebrity reviews are the least reliable, according to the survey.

"Often times, brands will look to the most popular blogger or celebrity, or race to generate hundreds of reviews on a particular retailer website," Herrmann tells ClickZ. "The reality is that people are most influenced to purchase by recommendations from people they know and that involve a personal story about the brand."

A brand review containing personal stories is more likely to resonate with consumers, as it is valuable to 40 percent of respondents. In comparison, a list of product benefits (34 percent) and a rating scale (15 percent) are less influential.

"There is a fantastic opportunity for marketers to leverage brand advocates to share their own brand experience with their unique social circles to influence purchase and mobilize this effort to help scale it," Herrmann says.

Social Media Link surveyed 10,337 consumers by asking them 20 questions online. 93 percent of respondents are female. See the full Social Recommendation Index for further insight.

ClickZ Live San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!

ABOUT THE AUTHOR

Yuyu Chen

Yuyu Chen is an Editorial Intern at ClickZ. Her work has appeared in Local East Village, New York Daily News and Brooklyn Chamber of Commerce website. Yuyu received her M.A. in Business and Economic Reporting from New York University in May, 2013.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Stats delivers stats headlines to your inbox twice a week. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

    Information currently unavailable

Jobs

    • Internet Marketing Campaign Manager
      Internet Marketing Campaign Manager (Straight North, LLC) - Fort MillWe are looking for a talented Internet Marketing Campaign Manager to join the...
    • Online Marketing Coordinator
      Online Marketing Coordinator (NewMarket Health) - BaltimoreWant to learn marketing from the best minds in the business? NewMarket Health, a subsidiary...
    • Call Center Manager
      Call Center Manager (Common Sense Publishing) - Delray BeachWanted: Dynamic Call Center Manager with a Proven Track Record of Improving Response...