PulsE PoiNts
High Social Media Engagement
Directly Translates to Customer
Spending—Even if it’s Negative
he old saying, “There’s no such thing as bad
publicity,” reigns true in the age of social media.
According to a new study published in the
Journal of Marketing, the popularity—or high
engagement—of social media posts has the greatest effect
on consumer spending. The study compared the popularity
of posts to sentiment (whether the post was positive,
negative or neutral) and found that popularity won out.
“A neutral or even negative social media post with high
engagement will impact sales more than a positive post that
draws no likes, comments or shares,” says study co-author
Ram Bezawada, PhD, associate professor of marketing in the
University at Buffalo School of Management. “This is true
even among customers who say their purchase decisions are
not swayed by what they read on social media.”
The researchers studied data from a large specialty retailer
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with multiple locations in the northeast United States. They
combined data about customer participation on the
company’s social media page with in-store purchases before
and after the retailer’s social media engagement efforts. They
also conducted a survey to determine customers’ attitudes
toward technology and social media.
“The clear message here is that social media marketing
matters, and managers should embrace it to build relation-
ships with customers,” says Bezawada. “Developing a
community with a dedicated fan base can lead to a definitive
impact on revenues and profits.”
Instead of just posting on social channels, create a
strategy to engage your customers: ask questions, post
thought-provoking articles, and don’t be afraid to rock the
boat because even a post that ruffles a few feathers can result
in a sale.