When it comes to social media marketing, new research suggests that it pays off for marketers to be responsive to millennial buyers. TELUS International recently published an infographic based on a survey of 2,038 millennials in the U.S. While 24 percent of Americans said they provided feedback to companies they purchased from using company social media channels over the past year, this statistic was higher – 38 percent – among millennials. Furthermore, nearly 72 percent of millennials say they are more likely to be loyal to a company that responds to feedback via social media over a brand that does not. This is compared to just 47 percent of Americans aged 45 and older. Almost one-in-five millennials prefer to leave positive feedback for a company they have purchased from on the company’s social media channels. Additionally, 43 percent of millennials say that if a brand they purchase from does not have a social media page to provide feedback on, they are more likely to consider making a purchase from a company that does. Social Media Marketing and Transparency With regards to social media marketing, buyers not only want to see companies have a presence on these platforms, but see transparency in their use as well. Sprout Social published the From Risk to Responsibility: Social Media and the Evolution of Transparency” report and found that 86 percent of Americans believe transparency from companies is more important than ever before. With that in mind, 86 percent of buyers say that they are more likely to take their business elsewhere if they see a lack of transparency from a company on social media. About 53 percent of buyers are likely to consider businesses that are transparent on social media for their next purchase.
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