Consumers are more likely to use social media to follow a brand than a well-known personality.

Users of social networks are more likely to engage with brands, such as parcel delivery and courier services companies, than they are with celebritities, according to new research.

The Internet Advertising Bureau (IAB) conducted a study which revealed some 20.3 per cent of people like or follow a brand on their social network of choice, compared with just 13.4 per cent who interact with celebrities.

Meanwhile, the research found that of the 7.7 per cent of people who have used social networks or forums to complain about a brand, more than 60 per cent had failed to receive a prompt response from the company.

"As consumers become more acquainted with using social networks to try and get in touch with brands directly, it's important that businesses are at least aware of the negative conversations that take place," warned Amy Kean, head of the IAB Social Media Council.

The IAB's Engage 2010 event will take place at London's Mermaid Theatre on November 4th, and aims to discuss the latest ways businesses can use the internet to enhance their brands.

Posted by Mark Moore.

Article Added: 25/10/2010 15:27:23