54% of social browsers use social media to research products Research suggests that 54% of social media users use social media channels to undertake research. That is, they are seeking practical information – information they can use to make decisions. This serves to highlight the importance and power of practical value in determining whether a […]

54% of social browsers use social media to research products Research suggests that 54% of social media users use social media channels to undertake research. That is, they are seeking practical information – information they can use to make decisions. This serves to highlight the importance and power of practical value in determining whether a post will be engaged with or shared. The same is true for word of mouth in the offline environment – where information with practical value is more readily shared.When I go to write a blog or produce a video on marketing, one of the first questions I ask myself is – ‘what action might each reader or viewer be inclined to take after reading or listening?’ While I recognise that many readers and viewers will take no action at all, for one or more of a range of reasons, my objective is to ensure that…