Social logos, hashtags spark response, study shows

Accenture has released the results of a survey that tells a story that illustrates the role television plays in promoting social media presences.

The survey covered U.S. television viewers and aimed to better understand the public’s perception of social media symbols that appear during programming and their effectiveness.

Of the 1,000 viewers surveyed, the majority said they had noticed and were also familiar with how to interact with social media symbols while watching TV, including the Facebook “Like” symbol (42 percent), QR codes (28 percent), Twitter Hashtags (18 percent) and Shazam symbols (9 percent).

Obtaining more information about a show, product or service was the greatest motivator for interacting with a social media logo; cited by 43 percent of the participants who have done so. Other motivations included:

• getting coupons and promotional codes (32 percent);
• entering a contest/sweepstakes (31 percent);
• watching another video (26 percent);
• interacting about the show or product on social media (26 percent);
• connecting with others with similar interests (21 percent);
• sharing or recommending video/program to others (20 percent); and,
• making a purchase (16 percent)