On December 20, 2011, Business Review USA highlighted the results of a recent survey that was conducted by market research platform AYTM. The data on social media behavior, which was gained from 2,000 internet users, provides insight that brands may be able to use to enhance their corporate development strategies.

AYTM created an infographic that laid out the information they received from participating social media users and was shared by the news source. Based on responses from the individuals polled, 85 percent have accounts on Facebook, while 49 percent use Twitter. Furthermore, 74 percent of Facebook users log into the platform every day compared to 35 percent of people who do the same on Twitter.

Based on this information, AYTM’s advice was for brands to focus on building a community on Facebook and to use this web presence on a daily basis. Once businesses have taken these steps, they stand to spread their message across the website and possibly gain opportunities for social learning. This is due to the fact that 57 percent of Facebook users have at least 100 online friends. Should one of these individuals become a fan of a brand on the platform, any one of his or her 100 connections may notice this and begin following the business as well.

As social media is all about communication, AYTM suggested that companies give web-savvy consumers something to talk about. Survey results revealed that 58 percent of Facebook users have liked a brand on the platform. The online engagement does not stop there, as 42 percent of respondents reported that they have mentioned a brand in a status update and 41 percent have shared content that relates to an organization.

Meanwhile, 39 percent of Twitter users have tweeted about a company, while 29 percent have followed one. In terms of the type of content people are posting about brands online, AYTM found that 50 percent of Facebook users’ mentions are positive. On Twitter, women were found to have more constructive things to say about businesses than males – something brands may want to keep in mind when devising their Twitter strategies.

AYTM also learned that 80 percent of internet users like to receive coupons, discounts and other promotions from companies over the web. A total of 8 percent were interested in brand news, while only 5 percent sought answers to questions. For companies that wish to share promotions with their online followers, it helps to know that 32 percent of these individuals like to receive information on coupons and discounts via concise Facebook or Twitter updates. Email was the preferred delivery method for 27 percent of consumers.

As promotions are popular among many social media users, it is important for brands’ next – or first – one to be a success. On January 19, 2011, Small Business Trends provided tips as to how companies can organize promotions that are sure to fail. While no business should follow this advice, doing the opposite of what was suggested may lead to more opportunities for customer engagement.

For example, the news source suggested that brands should not research what others have done before. Businesses should always look at what other companies have done in the realm of social media. This may help them avoid repeating others’ mistakes.

Additionally, the news outlet recommended that no one know about the promotion. This is the worst thing brands could do, especially when social media provides what can seem like an endless supply of contest participants, who, over time, may transform become into loyal fans.