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Making Social Media Matter

Social media is as big a part of consumers’ daily lives as TV or radio, and according to a North American Retail Hardware Association (NRHA) poll of 1,000 consumers, 30 percent of shoppers follow local businesses on social media.

Social networks such as Facebook, Twitter and Instagram offer retailers direct online avenues to engage and have conversations with customers. Further survey data shows that nearly 50 percent of consumers who follow businesses on social media are looking for new products and special deals, suggesting that the platforms can be used to entice customers to buy.

Below is additional data from the NRHA consumer poll, outlining the most popular social media platforms consumers use and why they follow businesses on those platforms.

March Trends Graphic

Applied to Retail: Consumers use social media for more than connecting with friends and family; they’re also engaging with brands and businesses. If you haven’t already, use in-store or online surveys to analyze what platforms your customers are using. Then, create accounts on those platforms and provide lively and useful content. Read about retailers who create engaging social media content for their businesses.

About Sara Logel

As NRHA’s market research analyst, Sara conducts organic research and stays abreast of industry trends to help hardware retailers better run their business. Sara also contributes to editorial content in Hardware Retailing magazine. Sara received her B.S. in Marketing and Spanish from Butler University and, after graduation, began her career with NRHA. Sara enjoys traveling, being outdoors and exploring the city of Indianapolis.

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