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Published on octubre 8th, 2009 | by GAby Menta


Consumers Need to Hear About You via Social Media… then they'll search for your brand

Despite various stats that cast doubts on the effectiveness of online advertising in general, the one area that is generally held to be a success is paid for search. New research by Comscore and GroupM (via Marketing Charts) now shows that if consumers have had exposure to brands via social media, they are more likely to be receptive to search terms related to brands.

Comscore’s results show that consumers that use social media are 1.7x as likely to search with the intention of sifting through a list of brands or products to check out, compared to other web users. Meanwhile 50% of »social media exposed» surfers searched for product terms every day, compared to 33% of «non exposed surfers.»

In all, people exposed to «influenced social» and paid search has 223% heavier search behaviour.

Two stats to throw against that. First of all, Comscore didn’t specify whether brand social media engagement was restricted to advertising. I assume not, especially given the statistic that social network ads fail to engage 96% of users.

But on a wider note, it does again show that brand conversation (as opposed to advertising) on social networks works. 20% of tweets are about brands, and Twitter users in general are more likely to talk about brands and click on ads.

via. by dirkthecow

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About the Author

Creador de #Squoosh, Visual-Agency , dedicada a acompañar a sus Clientes en distintos Proyectos Digitales , Consultor Internacional, Technical Evangelist Adobe Systems /. Consultor para Adobe , Macromedia y Apple . Premiado a nivel Nacional e Internacional. Premio al “Mejor Consultor de Latinoamerica” Adobe Systems . Mejor Speaker Argentino . 4to puesto en el Ranking Mundial al “Mejor Orador Hispano Parlante” . Mejor Consultor Senior de la Region. En La actualidad estoy muy Enfocado en Generar Canales de Contenidos Visuales y guianes para Grandes Empresas, Proveedores y Clientes Finales. Mail

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