Razorfish: Social media is helping established brands. But what about everyone else?
Razorfish has released its annual study into consumer behavior online and this year's results have a lot to do with social media. According to Feed: The Razorfish Digital Brand Experience Report, many consumers are engaging with brands online to receive exclusive promotions or discounts.
The study also found that people who actively engage with a brand digitally — from participating in a contest to downloading a mobile application — are substantially more inclined to purchase and recommend that brand to others.
The question for brands is how to create digital events that impress consumers. Because negative experiences online have a bad influence on the bottom line for brands.
The Econsultancy Twitter experiment
About an hour ago we implemented an experiment to display all tweets featuring the word ‘Econsultancy’ on our homepage, something we've had in mind for a few months.
The ‘widget’ was patched together in-house and simply searches for ‘Econsultancy’ via the excellent Twitter API, then aggregates these tweets into a feed. There are a few improvements we have planned for the code (we've just inserted a timestamp).
We planned on adding the feed to the sidebar in the blog, but decided instead to debut this on our homepage.
