Social Media Can Drive Search
 |
|
Chris Copeland
|
By Martin Kelly, Editor, Search Engine Room
New research shows that savvy brand marketing through social media sites like Facebook and Twitter can have a significant positive influence over search behaviour.
The GroupM study shows that searchers who had engaged with “brand influenced” social media are 2.8 times more likely to search for that brand’s product than those who saw only paid search, while click through rates (CTR) increased 50%.
“This research clearly shows a direct correlation between social media and paid search,” wrote research author Chris Copeland, CEO of GroupM Search – The Americas.
“Social media … presents a powerful and often under-utilised way for brands to become part of the consideration set.
“This is an important learning because it helps situate social media in the marketing landscape – not as a conversion or direct response channel, but rather as an exposure and awareness vehicle.
Mr Copeland also suggested that while there’s been a lot of hype around “long tail” (more obscure) keywords, adopting such a strategy can be an easy way to waste money.
“It also becomes clear that while search remains the dominant direct response channel, it is sometimes forced to a job best suited elsewhere.
“The ‘long tail’ exists in search and all campaigns can aspire to have deeper keyword lists.
But simply throwing dollars at the tail, which often represents the upper funnel (ie: initial, broad based research), does not guarantee better return on investment,” he wrote.
“As the study indicates, social media programs, which create an influence over consideration by consumers, prove to be a valuable tool in brand and product queries and CTR.”
Search Engine Room: October 8, 2009
