A IAB study in Britain. Has found that 90% of consumers would recommend a brand to other consumers after having interacted with it on social networks.

The study, which has focused on consumer brands and products such as Heinz, Kettle and Twinnings, has found that social media can drive ROI by promoting affinity with a brand, favoring consumer engagement and boosting brand loyalty.

More than 4,500 people participated in the study. Responses to the survey were obtained using the brand pages on social networks for a period of two months, and complemented by more than 800 interviews.

The results reveal that four out of five consumers are more predisposed to buy a brand after being exposed to social media, with 83% willing to try a product that has been presented under those circumstances.

The increase in sentiment for each brand was as follows: Heinz with 22%, Kettle 17% and Twinnings 19%, which has allowed the IAB to calculate that, for every pound invested in social media can be generated up to 3.34 pounds.

“Our study shows that when we want to create deeper emotional connections with consumers, social media is an essential channel for business,” says Kristin Brewe, director of marketing at the IAB. It is not surprising since social media is the only channel where it is possible for brands and consumers to have two-way talks, strengthening the connections between them. “

Ian Ralph, the study’s director, adds: “Our study shows that to create emotional connections, brands must provide clear content, timing and, most importantly, relevant to developing a conversation. Brands should not worry about having their products exposed and linking their social media activities to their business objectives. Social media has the potential to turn customers into enthusiastic fans.”