Harvey Research recently conducted audience research for a publisher and received over 6,000 responses. We were able to uncover some interesting insights about the audience through the use of cross tabs and significance testing. One of the research findings that was of greatest interest to our client was that respondents who engaged with the publisher’s social media channels demonstrated higher levels of satisfaction and brand engagement than those that did not engage via social media across virtually all survey questions.
For example, social media users were more than 4 times as likely to engage with the publisher’s content on a daily basis and 38% more likely to recommend the brand to a friend or colleague. Not only were social media users more engaged, but they were also 10% more likely to be involved in the purchasing process at their organization.
This independent documentation of the value of the publisher’s social media audience provided the sales team with a compelling story to share with advertisers and encouraged the publisher to commit even further to their social media strategy.
That’s what keeps our jobs so interesting – you never know what you might uncover when conducting media research!
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