How much do consumers trust social media marketing?

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The growth of social networking sites over the last few years is undeniable. More and more companies are looking to reach consumers over social media sites, and it isn’t hard to see why, given all its advantages. Despite this, a few business owners we’ve spoken to in the past have expressed some skepticism about how effective social media marketing can be. While we understand such concerns, let’s take a look at the facts.

Nielsen’s 2012 Global Trust in Advertising Report had some interesting statistics about how much specific forms of advertising are trusted by consumers. In a survey of over 28,000 internet users in 56 countries, a whopping 92% of respondents said they would trust recommendations from family members or friends.

Online user reviews also rated well with consumers, with 70% of respondents saying they would trust reviews posted by other online users.

When you compare these numbers with those for other forms of advertising, both online and offline, there’s no contest at all. Confidence in traditional “old” media ads such as TV, magazines and newspapers polled at around 47%, while online video and banner ads were rated at between 33-36%.


Source - Nielsen Global Trust in Advertising Survey

Source – Nielsen Global Trust in Advertising Survey


These numbers speak for themselves. Social media marketing is not only effective, it is the form of advertising that is the most trusted by consumers. Is your business taking advantage of social media marketing?

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On July 15, 2013

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