What Beauty Brands Are Most Recommended?

How do brands convert those social media lurkers – you know, the followers that may like posts here and there, but never engage – to become brand advocates that will shout a company’s name from the rooftop?
 
Social@Ogilvy and SurveyMonkey surveyed more than 5,500 social media users across 11 countries – and findings show that social media’s impact on brands is difficult to measure, but increasingly important – it’s no longer how many likes you can get, but the quality of engagement that matters as social media’s impact grows.
 
      
L’Oreal, Nivea, Dove and Chanel are the brands most likely to be recommended by social-media users. McDonald’s, Monsanto and local telecom, Internet, cable and satellite companies are the least likely to be recommended.
 
Over half (55%) of respondents in the US have communicated either positive or negative opinions about a brand with others.
 
Brazil is ranked as the top promoter country; 42% of respondents there consider themselves brand promoters. UK residents play hard to get – 27% of respondents never “like” or follow brands.
  
“Sharers”, “followers” and retweets are crude measures of true brand advocacy.
  
Three in four (75%) of those surveyed in the US said that they that they “like” or follow a brand, product or service on social media – in line with other mature markets. However, the percentage is higher in emerging markets such as China (96%), Brazil (94%) and India (93%). There are various motivations for doing so including, wanting to hear about product offers and news, entertainment and interact direct interaction with an organization.
 
In the US, of those that have “liked” or followed a brand, 45% have interacted directly with a brand and 72% received a response back. The report also saw no shortage of “social sharers” who not only follow a brand, but who proactively share their experiences – over half (55%) of respondents in the US have communicated either positive or negative opinions about a brand with others.
 
These social addicts, who typically stay glued to the likes of Facebook, YouTube and Twitter on a daily basis, exhibit similar behaviors but there are still key differences and steps to transforming “sharers” into real brand promoters.
 
In the US, while 55% of US respondents are “sharers”, only two in ten (19%) are true brand promoters.
 
What does this mean for brands? Powerful conversations may fill the streets for revolution, but people are now moving towards more private and closed places of individual relevance.  
  
Ultimately, brands need to build relevance and trust through content and connections if they wish use social media to transform their brand, business and reputation.