Social media adoption has skyrocketed over the past few years — in fact, 67 percent of Internet users are now on social networks — but not all brands are convinced that the medium is worth the extra time and effort. You might change your mind after seeing results from a new study conducted by the Internet Advertising Bureau (IAB).

The IAB found that 90 percent of consumers would recommend a brand to others after interacting with them on social media. This particular study focused on FMCG brands Heinz, Kettle, and Twinings. More than 4,500 survey responses were collected from each brand’s social media pages over a two month period, and supplemented by 800 interviews.

Results indicated that four out of five consumers would be more inclined to buy a brand after being exposed to their social media channels. The most important takeaway from this study is that you get people to love your brand, not just like your social profiles and pages.

“The IAB study shows that, when trying to create deeper emotional connections with consumers, social media is an essential channel for brands,” stated Kristin Brewe, the IAB’s director of marketing and communications. “This isn’t surprising since social media is the only channel where it’s possible for brands and consumers to have meaningful two-way conversations, making the strength of connections that much stronger.”

This means that you need to provide clear, timely, and relevant content that helps to create meaningful conversations between you and your customers. Content has long been the focus of most social media campaigns, but there’s a difference between talking at people and participating in a conversation.

Understandably, not every team is prepared for around-the-clock monitoring. However, there are tools that can help make the process more manageable. The first step is knowing where your performance stands currently. This includes your response rate and average response time, both of which are included in our #BePresent reports.

[Via: Business Insider, Image credit:MDGovpics]