Special offers drive engagement in social media

According to the 2009 FEED report from Razorfish, based on a survey of 1,000 “connected consumers,” 44% of those who follow a brand on Twitter said access to exclusive deals is the main reason. And on Facebook and MySpace, 37% cited special deals as the main reason they have “friended” a brand. Razorfish identified customer service as the other key driver of consumer interaction in social media, with 33% friending a brand on Facebook and MySpace for that purpose, and 24% on Twitter. More details in MediaPost.