Read the original article: 90% Of Customers Will Recommend Brands After Social Media Interactions:  http://www.thedrum.com/news/2013/07/04/iab-study-finds-90-consumers-back-brands-after-interacting-social-media#ixzz2YZ3M63Ty

In brief: The survey by the Internet Advertising Bureau of over 4500 people states “… that social media can drive ROI by driving brand sentiment, encouraging  consumer engagement and increasing brand loyalty….four out of five consumers would be more inclined to buy a brand more after being exposed to their social media, with 83 per cent happy to trial the product…”

Ian Ralph, who conducted the research, says, “…to create an emotional connection brands really need to provide clear, timely and, most important of all, relevant content that develop a conversation. Interestingly, we also found that brands really shouldn’t be afraid about having their products on show and of linking up their social media activities to their business objectives. Social media has the potential to turn brand customers into brand fans. By making people love, not just like your brand, you’re more likely to drive future purchases and increase sales.”