Study: Users of social media open to marketing messages

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New York—Marketers that embrace social media and communicate relevant messages will not necessarily alienate social media users and stand a good chance of gaining customers, according to a new study presented today at the Ad:Tech expo and conference.

According to a poll by Performics, Publicis Groupe's ad performance division, 34% of respondents said that after seeing an ad about a product or brand on a social networking site, they then went to a search engine to find additional information. In addition 30% said they first learned about a new product or service via their social media use, with a similar percentage indicating their interest in offers presented in a social media context.

The Performics survey, conducted in partnership with technology analytics company ROI Research, surveyed more than 3,000 U.S. adults online. Both companies said they were surprised at the level of acceptance of commercial messages on social sites.

Among other survey findings, 46% of social media users say they would talk about or recommend a product on Facebook; 44% of Twitter users already have recommended a product; and 36% of YouTube users said learning about a brand on a social network site prompted them to visit an e-commerce site in response.

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