Recent research from eMarketer and ROI Research further substantiates the evidence around cultivating and growing a loyal fan base on top social networking sites such as Facebook and Twitter, as being an integral part of sales success online. Social media fans and followers display heightened customer loyalty to brands they follow on social media sites (as indicated by the study). In 2011, according to eMarketer and ROI Research, 34% of US social network users were more loyal to brands they 'liked' on Facebook versus brands they did not 'like'. Similarly, 46% were more loyal to brands they followed on Twitter versus brands they did not follow. The bottom line is that engaging and retaining loyal fans through social media is becoming more and more essential to the success of brands online. In fact, 50% of Twitter and Facebook users also said they were more likely to talk about, recommend, or purchase a company’s products after they began following them on social media. Furthermore, loyal customers are not only more likely talk about your brand, but also to influence purchases by others, according to a study done by BzzAgent.