It’s that time of year and Razorfish have released their annual study into how technology is changing the way consumers engage with brands. They have included the full data set from their ‘Brand Experience Study’ for us all to review and as with the last few years it’s brought up some really interesting results.

This year, for multiple just reasons, it’s largely focused on Twitter and Facebook and the findings have been a hot topic across marketing and social media blogs alike. The main piece of data a lot of people are particularly interested in is that whilst 1/4 of people on Twitter have followed a brand, 40% of them do so solely to get exclusive deals. They also show that out of the ‘connected consumers’ interviewed, a massive 40% had connected with a brand on Facebook.

What does this mean for brands? Well, it would seem to mean that Facebook and Twitter are being used by people to do the job that a lot of ‘industry types’ are selling in, that is, ‘connecting with brands’. Even if it is largely around offers and deals, for a brand it can still act as a channel to engage with people when the time might call.

Readwriteweb have a great breakdown in their usual, easy to absorb yet thorough style if you want more info.

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