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Engage, influence, and loyalty are three key words that every online marketer uses at some point while looking at how to grow their online property. A recent study by Yahoo and comScore reveals how consumers use social media, search and communication tools like email and instant messaging products.

Key Findings:

- The Internet has significantly impacted how consumers talk about and recommend brands.

- Word of mouth — a trusted source of information — is amplified online to reach significantly larger audiences.

- “Brand Advocates” have emerged online as primary influencers, with at least a two to one rate of converting an actual friend or family member to buy the same product or brand.

- Brand Advocates are incredibly valuable to marketers because they are better connected consumers with a larger sphere of influence.

Word of Mouth & Online

People love to talk! The study also suggested that “Brand Advocates”, those who speak to friends, families and strangers are a big influencer for online purchases and 60% believe that good brands are worth talking about versus 26% of non-advocates.

Social Media & Online

The same Brand Advocates are also taking full advantage of social media tool, which commonly include blogs, wikis, instant messaging to help influence their circle of friends. They are 40% more likely to use a instant messenger tool compared to 119% with non-advocates. Brand Advocates are also twice as likely to email someone to get their opinion on a possible purchase.

While many marketing experts will argue that Word of Mouth can occur both online and offline, the potential to spread a message online can be substantially more faster and more powerful.

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