Half of Facebook users will "like" brands after clicking on ads they saw on the social networking site, and a third of Twitter users have retweeted content by brands, a recent social media study found, findings that may influence how political campaigns choose to promote their candidates' "brands" in the 2010 elections.

The survey of 3,000 U.S. social network users, sponsored by Performics and conducted by ROI Research Inc., gauged brand participation and engagement online, focusing on social networks Facebook and Twitter. Though the intended audience of the study are private sector brand marketers, the results shouldn't be ignored by public affairs officials in the political and government sphere, who also are responsible for the "brands" of candidates, agencies and programs.

Regarding Twitter, 32 percent of users surveyed said they had retweeted content provided by a brand, often in the form of a promotion. Users retweeting content and becoming a fan of brands suggests a high level of brand engagement and satisfaction with brands on social networking sites. 

As for Facebook, 90 percent of users agreed that at least some of the brands they are fans of are doing well in providing relevant content, and over a third agreed that most or all are doing a good job. A formidable 80 percent of social network users surveyed had a Facebook account and of those without an account, 23 percent said they plan on signing up in the next six months.

Performics CEO Daina Middleton said over a third of participants had used a search engine to further research an ad they saw while on a social networking site. Thirty-seven percent of survey respondents said they discover new products and services on social networks, and 32 percent have recommended brands to friends via social networks.

More than 50% of participants identified social networks as the best way to communicate with family and friends. (So much for family visits!)

"Social networks have made real and substantial changes in the lives of their users, in part by empowering them to more actively participate with brands and each other," said Middleton. "Social networking has greatly contributed to the shift from strict consumerism to more lively, two-way participation between brands and everyday customers."