Content is King in Social Media Marketing Messages

By Jacqueline Anderson

The key fac­tor in judg­ing per­for­mance and cus­tomer sat­is­fac­tion with social media mar­ket­ing mes­sages is ter­rif­ic con­tent, accord­ing to the inau­gur­al J.D. Pow­er and Asso­ciates 2013 Social Media Bench­mark Study.SM

Three major per­for­mance indi­ca­tors that have been iden­ti­fied among top per­form­ing auto brands eval­u­at­ed in the study are:

• Infor­ma­tion needs to meet these criteria—content must be inter­est­ing, acces­si­ble and time­ly.

• Con­sumer engage­ment with brands across more than one social media plat­form cor­re­lates with high­er cus­tomer sat­is­fac­tion.

• The per­ceived trust­wor­thi­ness of social media con­tent has a pos­i­tive influ­ence on con­sumer sat­is­fac­tion. Sat­is­fac­tion is high­er among con­sumers who share con­tent from a brand’s Face­book page or Twit­ter account with their friends. As an indus­try, auto had the high­est lev­els of con­tent shar­ing.

To find out more about social media strate­gies, per­for­mance among brands, ways to improve social media pro­grams and key per­for­mance indi­ca­tors, please click on the press release for our 2013 Social Media Bench­mark Study.

Jacque­line Ander­son is direc­tor of social media and text ana­lyt­ics for J.D. Pow­er and Asso­ciates. You can reach Jacque­line Ander­son by email at [email protected]. Or fol­low her on Twit­ter @jaranderson.



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