Websites lead for brand interaction
With digital trends disrupting the traditional role of a PR professional, the importance of finding brands and channels that can drive greater engagement online is increasing. In recent weeks, data from the Global Web Index has attempted to identify exactly which areas individuals are engaging with online, with branded websites leading the field. Of those…
With digital trends disrupting the traditional role of a PR professional, the importance of finding brands and channels that can drive greater engagement online is increasing.
In recent weeks, data from the Global Web Index has attempted to identify exactly which areas individuals are engaging with online, with branded websites leading the field. Of those surveyed, 48 per cent had visited a business’s website within the last month, making this by far the most common avenue for individuals to engage with a company.
Following an organisation on social media also featured highly in the study, with almost a third of respondents (28 per cent) reporting they had ‘liked’ a page within the last few weeks.
Other high-ranking categories included visiting a branded social media page (22 per cent), watching an organisation’s video (21 per cent) and reading a company blog (16 per cent).
Collectively, 80 per cent of those who took part in the study have interacted with a brand within the month preceding the survey.
However, The Global Web Index shows that many users are also disengaging with brands if their web presence fails to meet their expectations. Although following a company was popular, a sizable 30 per cent of Facebook users had ‘unliked’ a business’s page in the same time frame.
This figure rises even higher among young users – those in the 16 to 24 age group – with 38 per cent unliking a page during the timeframe the survey reported on.
Smaller figures were also reported across other social media channels, although all had significant rates of individuals choosing to stop following a company’s online presence.
Considering the importance of effectively engaging with individuals, businesses and PR professionals will need to be sure they are building the right online brand for their business.
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