Home > Uncategorized > Social Media Enhances Offline Relationships

Social Media Enhances Offline Relationships

According to an article in AdWeek called “Social Media Users Really are More Social,” social media is playing a key role in keeping consumers connected. A study in a Euro RSCG-commissioned white paper stated “that 27.6 percent of American social media users said that their offline relationships are actually benefiting from online interaction via social media.” They surveying over 1,200 social media users between the ages of 18 and 65. Results suggested about half of the users felt that online communication was more convenient than face-to-face. They feel that relationships in general are benefited from online interaction through social media.


Social Media allows people the opportunity to behave differently and expand their social lives. Almost 50% of the people poled claimed to have met new people, 30% felt empowered to do things new things that they have wanted to, and 20% took action to speak their minds against brands and companies they felt dissatisfied with for a number of reasons.


According to the article “Marketers looking to succeed in this self-empowered social medium will need to develop paralleled strategies to combine both the online and offline world and join in the conversation, according to Salzman.
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Categories: Uncategorized
  1. Amanda
    December 3, 2009 at 6:34 am

    This is a really interesting study. I believe that everything the research holds is true, however, it is worrisome to see that “about half of the users felt that online communication was more convenient than face-to-face.” While online communication is great, we can not lose sight that the most important relationships we have are face-to-face ones.

    In regards to the comment about how marketers are looking for ways to combine the online to offline world, this may not be as hard as it seems. The lines between the real world and the virtual world are becoming more and more blurred everyday. The ease for marketers to join the conversation will only get easier.

  2. Laura
    December 4, 2009 at 10:31 pm

    This is most definitely the case with social media. Specifically on Facebook, it is becoming easier and easier to find people you may know through others with tools such as Suggested Friends. There is also now the little box at the top right which shows a picture of a friend you have not interacted with in a while on Facebook and suggests something along the lines of writing on their wall or messaging them. The means to do such things and keep in touch became easier when the Facebook chat came out, making people able to instant message, but having it appear less personal than texting someone or using their screen name on AIM or AOL. While I agree with Amanda that it is a problem if social media starts to replace face-to-face communication, which it already has, I also think it can go in the other direction, making face-to-face contact less stressful and easier in the future after contacting each other through social media. It sort of seems like a foundational step to developing real-world friendships.

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