Product brands need to listen to social media.

• Position: YOUR LIFE - Brief article

The use of social media continues to increase around the world. In the U.S., eight out of 10 Internet users employ it. Facebook remains by far the most popular site (70%), followed by Twitter (25%) and LinkedIn (24%). The average user is a member of two sites--usually Facebook and another.

A study by InSites Consulting, New York, shows that the utilization of social media is stimulated by the increasing use of smartphones. Those with a smartphone make more intensive use of social networking sites than those without a mobile Internet connection. People with a smartphone also are more open to conversing with brands.

Half of consumers follow at least one brand through social media. On average, U.S. consumers interact with six brands actively and follow 15 passively. The opportunity lies, however, in collaboration: eight out of 10 consumers want to help companies offer better products and services. Although individuals want to participate in co-creation, companies are not sufficiently seizing the opportunity for the development of a profound "consumer connection," the study maintains.

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