More than half of internet users believe that brands should be engaging with them online, though brands need to play by the rules of new media, according to a survey.

The survey, Effective Online PR: Helping brands succeed through new media, was conducted by Shiny Red. More than 606 people were surveyed via an online questionnaire on Shiny Media's blog network.

Highlights from the survey:

  • 51% of respondents believe that brands should be engaging with them online.
  • 46% said their awareness of brands increases if they see information about them online, with 35% more likely to visit a company's website if they have read about it online.

However, consumers expect companies that use the blogosphere to play by its rules... some 55% of respondents picked out examples of brands getting it wrong online. These included the use of fake bloggers, such as the blogs created by Edelman for Wal-Mart.

Another mistake is the failure to update blogs regularly enough - 48% expressed disapproval of this. Ticking the 'we have a blog' box isn't enough.

The study also found that web users are consuming more media online and reading fewer magazines and newspapers, and watching less TV, though nine out of ten people still go to the traditional media outlets to read news online.

Graham Charlton

Published 9 July, 2007 by Graham Charlton

Graham Charlton is the former Editor-in-Chief at Econsultancy. Follow him on Twitter or connect via Linkedin or Google+

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Comments (2)


Christian Watson

This is an useful report and is a handy tool for anyone who has to work with business stakeholders and educate them about online branding in the modern online world.

Slide 12 of the report which addresses what US adults do online makes for compelling reading as well.

about 11 years ago


Pallavi Bhardwaj, Marketing Manager at Infosys Technologies Limited

It's an interesting report. Does showcase the need for interacting online with audience.

However need some clarity on which mode is preferred by users/prospects and audience? It is Online PR and Online advertising done by Brands or third part mention and presence across social networking sites?

Any insights in this?


about 11 years ago

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