Consumer engagement benefits from social media

Social media has become increasingly popular with the increased uptake of broadband, and officials believe that organisations that use social media can engage more consumers.

The increased uptake of broadband has resulted in social media being used far more these days. Some officials have now said that organisations that use social media could engage far more consumers as well as other benefits. Officials said that online spending had been growing during the recession, and that social media was one of the main reasons for this increase.

Ciaran O’Sullivan, ad metrix product specialist at analysis firm comScore, said: “Even in tough conditions, the internet spend continues to grow, and with the increase in VAT next year there is speculation of a bumper Christmas in the retail market. Not surprisingly, one of the key drivers of growth is social media.”

The company said that there had been growth of thirty four percent in display advertising in the country over the third quarter of the year compared to the same quarter of last year. Between July and September of this year UK consumers received more than two hundred and twenty billion display ads, with Facebook housing almost one third of display impressions.

Mr O’Sullivan added: “Social networks and blogs now reach 88 per cent of the online population in the UK, accounting for 20 per cent of the total time spent online. This makes online sessions more engaging whilst offers big opportunities for brands to exploit the social networks. Social media has injected more life into online usage, making it a perfect environment for entertaining and engaging ads.”