>Que es más rentable una fan o una follower…

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How likely are customers who engage with a company via social media going to actually buy something? Perhaps more to the point, assuming they are more likely to buy, which channel – Facebook, Twitter or subscribers to a brand’s e-mail newsletter – is the customer most likely to use? ExactTarget and coTweet took a look at this question in their latest report, The Collaborative Future.

The study determined that 93% of online consumers subscribe to an e-mail newsletter of a particular company, 38% are Facebook fans and 5% follow a brand on Twitter. With those perimeters in mind, the study came up with the following conclusions:

• 32% of subscribers and followers and 49% of fans are no more likely to purchase from a brand after connecting with them through these channels – leaving 68% of subscribers and followers and 51% of fans who may purchase more often.

• Multiplying these percentages together, we see that 63% of U.S. online consumers may become a subscriber of a brand and purchase more often, 19% may become a fan of a brand and purchase more often, and 3% may follow a brand and purchase more often.

Bottom line, it concludes, e-mail is the most likely to drive increased purchase intent among the largest number of online consumers. Facebook, by contrast, is the least effective channel to drive purchase behavior. That’s because consumers generally become fans of a brand in real life before they become fans on Facebook – in other words, they’re already purchasing from and endorsing their fanned brands. Finally, Twitter is the channel most likely to drive increased purchases and recommendations after a consumer chooses to become a follower.

(Artículo publicado en MarketingVox.com)