©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
According to the 2010 Cone Consumer New Media Study, loyal followers can be hard to come by for companies trying to reach consumers online. New media users still choose to demonstrate affinity (“like” or “follow” or subscribe to RSS feed) for an average of only 4.6 companies online, making this an exclusive club.
Consumers are more open than ever to engaging with companies via new media (86% vs. 78% in 2009), but it still takes a big effort on the part of the company to reach the upper echelons of the consideration set. To stand out, companies need to incentivize new followers.