Social media use triggers new
By Rich Cherecwich
A new study has found that a combination of social media use and a loss of inhibitions granted by
the anonymity of the internet has led to increased feelings of consumer empowerment.
Euro RSCG found that 31.5 percent of U.S. social media users feel empowered to do things they
have wanted to do, while 20 percent have lashed out against brands and companies online,
While social media is emboldening consumers to speak out against brands, the report offered
some good news for marketers as well. Nearly half of the 1,200 respondents felt that online
communication was easier than face-to-face connections, and 25.6 percent said they made no
distinction between online and offline interaction.
The study also found that more than a quarter (27.6 percent) of consumers said personal offline
relationships are benefitting from online interactions that occur on social media websites.