All marketing activities , of any brand, have – or, better, should have – a common point, the central one: the consumer . It is starting from this assumption that TabJuice has created an infographic that analyzes the behavior of people, crossing them with some interesting data on interactions and online purchases .

For any brand it is important to understand how to best interact with people, and how to involve them, especially in light of the fact that 81% of them receive advice from their contacts, through the social web, and that 77% read and do influence from reviews and opinions read online.

To make us understand the dimensions of the phenomenon, we think an impressive figure: every month they are shared – only on Facebook – 25 billion of contents , and 50% of those who made an online purchase did so based on advice found on social media web.

In short, a series of really interesting data, displayed starting from 6 areas related to the psychology of those who make online purchases:

The relationship between traditional agencies and social media agency has been (and is) the focus of many, many threads: “it is better to integrate a department that deals with the social web or contact those in the online conversation its core business?”Or “a social media agency must focus on conversation and honest interaction with the people, or is it better that the customer happy face with numbers, using not quite clear shortcuts?” .

There are so many questions open, so many questions that probably don’t have a correct answer, or at least they don’t have one . One can agree with Jeremiah Owyangwho – a little over a year ago – observed that the “Social Media Boutiques” were a more suitable model to tackle the social web than the classic Digital Agencies, or one can be of the idea that an agency should derive an even more specific niche in the world of social web, or that large groups do well to create specialized departments.

My idea is that it is important to first define your own range : defining yourself today as specialized in social media means little or nothing. It is like defining oneself communication experts: of course, it’s great when you tell your work to those who are not in the sector, but it does not explain absolutely anything about what an agency’s focus is. I believe that there are agencies that can handle conversation , interactionand personalization of contact with people better than others, as I think there are those that have a strong technological component.which allows him to get results. In short, to make a comparison on the subject, it makes no sense to say that Twitter is better than Facebook: they are two different things, with different objectives, dedicated to people who have different needs.

But why are companies increasingly interested in being present on the social web? Of course, because there are almost a billion people on Facebook , and almost five hundred million on Twitter – for example. And what do companies ask social media agencies for? Well, the infographic created by Social Fresh responds – among other things – to these questions and contains some really interesting data: would you have imagined, for example, that B2B strategies are almost twice as important to brands than B2C ones ? Or imagine that a traditional agency’s budget was $ 48,000, while the average one recommended by a social media agency was $ 38,000 ? Of course, a lower figure, but if we think that the former have an average of 100 employees and the latter 15