Impact of Social Media on Search

An article today on eMarketer.com, The Synergy of Search and Social Media, talks about the impact of social media, in addition to paid search ads, on users search of the brand or product terms. This research, from comScore, GroupM and M80, looked at the effect of both "relevant" social media and "influenced" (directly by the brand) social media in combination with paid search ads. It basically indicates that "two are better than one."

Previous research has shown that display/banner ad exposure can lift consumer response to paid search. Now, this research indicates searchers are also more likely to keep a brand in mind if they have seen a combination of paid search ads and social media, especially "influenced" social media.

Compared to those who only saw a paid search ad, there was a 19-percentage point lift (64% vs. 45%) in brand term searches among Internet users who saw social media relevant to the brand in addition to the campaign's paid search ads. And, there was a 32-percentage point increase if it was influenced social media.

Additionally, consumers exposed to paid search and influenced social media had a 50% increase in click-through rate on paid search ads.

Graham Mudd, vice president of comScore, says that "This finding provides strong evidence that investing in social media marketing can both increase initial brand consideration and drive higher conversion rates once the consumer has decided to purchase."

So, if you haven't already started using social media, especially "influenced"social media, you need to strongly consider it. This may include a business Facebook page, Twitter, blogging and YouTube video. At Beltrame Leffler Advertising, we have been helping our clients "get in the game" using these various marketing tools and can do the same for you. Give us a call at 317-916-9930 or an email at fbongle@bladv.com to learn more about how social media can grow your business.