Study looks into branding through social media
Wednesday, 07, Oct 2009 11:07
Web searchers who engage with social media - such as Facebook and MySpace - are more likely to search for lower-funnel terms than people who do not use such portals.
That is one of the key findings from a new research paper dubbed The Influenced: Social Media, Search and the Interplay of Consideration and Consumption, which was published by digital analyst comScore and GroupM Search.
Furthermore, the study indicates that social media exposure is correlated with search behaviour and that online marketing chiefs have a "valuable audience" to target that is made up of people who are engaged with brands via social media and search.
Chris Copeland, chief executive officer of GroupM Search, remarked: "The study further validates our view that media discovery, specifically a brand's owned and earned media, is as important to success as the paid media we handle every day."
The research - which was conducted with the help of social media marketing and digital publicity provider M80 - uncovered a number of other findings.
One of those was that people who had been exposed to a brand's social media and paid search programmes were nearly three times more likely to search for this brand's products than internet users who had only seen paid search ads.
Interested in having a DirectNews news feed on your website?