Mashable.com

Marketers may be adopting social media in droves, but are consumers reciprocating by following or becoming a fan of companies and brands on social media sites? According to recent data, the answer would seem to be a resounding ‘yes’.

A study published today by eMarketer, more than half of social networking users have become a fan or follower of a brand online. Moreover, users are far more likely to say something positive about a brand than something negative.

From the report:

“52% of social network users had become a fan or follower of a company or brand, while 46% had said something good about a brand or company on a social networking Website—double the percentage who had said something negative (23%).”

In other words, there seems to be much more going on beyond businesses simply setting up shop on social media sites and hoping people will show up. Rather, users are actively seeking out their favorite brands online or being connected through other means – like a friend’s suggestion, a link on a website, or offline advertising. All the more reason that spending on the medium is expected to continue to increase over the next five years.