Many brands are underperforming on social media because of a lack of understanding of the performance metrics. Of the 100 largest South African brands on Facebook, most only have engagement rates of less than 3% – where it should be closer to 10% of the community engaging. Also, only 6% of WoM is taking place online through Social Media, while the other 94% is still taking place offline. SA brands are still not realising the potential of the consumer – and for identifying existing advocates for the brand and empowering them to spread more recommendations.
Source: HaveYouHeard world of mouth agency
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