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Blogs are more influential than social networks in shaping consumers’ opinions and purchase decisions, according to Technorati’s 2013 Digital Influence Report.
Even so, brands seem to be investing more on other social channels, particularly Facebook, than on blogging
When making decisions about what to buy, consumers rank blogs as the third most influential digital resource (31.1%), behind retail sites (56%) and brand sites (34%).
In fact, blogs were found to be the fifth-most trustworthy source overall for information on the Internet. YouTube, Facebook and Google+ are the most popular social properties for consumers.
With the big investments brands are making on the social platforms, consumers said keeping up with a company’s activities and learning about products and services were the top reasons for following brands on Facebook, Twitter, YouTube, Pinterest and Instagram.
In short, where brands are spending is not fully aligned with how consumers are seeing value and being influenced.
Why do consumers follow brands?
Consumers engage with brands via social networking sites for various reasons:
Facebook users tend to “like” brands to learn about products and services (56%), keep up with brand-related activities (52%), and for sweepstakes and promos (48%); some 32% interact with brands to provide feedback.
Twitter users follow brands mostly to keep up with brand activities (57%) and learn about products and services (47%); some 27% do so to provide feedback.
YouTube users engage with brands mostly to learn about products and services (61%), keep up with brand-related activities (41%), and provide feedback (23%).
Pinterest users follow brands primarily to learn about products and services (56%), keep up with brand activities (35%), and for sweepstakes/promos (28%).
Instagram users follow brands to keep up with brand-related activities (41%), learn more about products and services (39%), and make purchases (27%).
Blog, blog, blog! Then share your blog on social networks! Seriously! Why aren’t you blogging yet?