With the popularity of the Facebook Like button, businesses don't need to broadcast their popularity to the world.Apparently a consumer approval on social media trumps other messages when people want to show their support for local businesses. Leading ways that users show support are:
While Facebook may be one of the first places people go to give feedback on a business, it's not the only stop. Despite a sluggish economy and the current frenzied attention, discounts and offers are not a major factor in how consumers choose a merchant, the study finds:
When doing their homework, those under 35 report that the business owner's feedback may carry equal weight to input from friends or social networks. 47% of people under age 35 are more influenced by the owner of the establishment than a friend try the business.
While 73% of adults go to a local business or out to eat at least once a week, rising gas prices and distance are also impacting consumers' decisions about which hot spots to hit:
Kara Nortman, SVP, Publishing at CityGrid Media, concludes that "... likes are trumping reviews when it comes to sharing feedback, but...Facebook is not the first or only place consumers turn when deciding to try someplace new... small businesses on the Web should... round out marketing efforts to reach consumers across a variety of touchpoints... there's no one silver bullet to influence people..."
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