Poll: Consumers more likely to buy from brands they follow online

A recent survey of millennials, Gen Xers and Baby Boomers revealed that PR and marketing pros should still focus on Facebook—and that social media content can boost your bottom line.

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Still, many PR and marketing managers struggle with just how to spend their time crafting and publishing content online—and what will best engage consumers of all ages.

A new survey by Sprout Social can help shed light on the dilemma. It recently surveyed 1,000 consumers in three generation brackets: millennials (ages 18 to 34), Generation X (ages 34 to 54) and Baby Boomers (ages 55 and up).

“The results revealed a few commonalities and shed light on the differences between the behaviors, perceptions and expectations of each generation,” Sprout Social said.

Here’s what brand managers should know:

1. Facebook is king.

Regardless of age bracket, Facebook still ranks No. 1 as most consumers’ preferred social network.

Though some millennials listed Instagram (22.2 percent) or Snapchat (15.8 percent) as their top choice, Facebook remained the winner with 33 percent of the vote.

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