The greatest benefit of building your brand's presence in social media is earning share of voice and establishing long-term relations. It's not just about the number of fans or the number of followers. There are many residual benefits, such as brand affinity and advocacy. Consumers who are engaged with your brand in social media are more likely to search for the brand's products, more likely to buy from that brand and more likely to click through links they see about the brand.
Here is further evidence from a recent study by GroupM Search and comScore:
- Consumers using social media are 1.7 times more likely to search with the intension of making a list of brands or products to consider purchasing compared with the average internet user.
- Consumers exposed to influenced social and paid search exhibit 223% heavier search behavior than consumers exposed to paid alone.
- 50% of social-media exposed searchers search daily for product terms, compared with 33% of non-exposed searchers.
- In organic search, consumers searching on brand product terms who have been exposed to a brand’s social marketing campaign are 2.4 times more likely to click on organic links leading to the advertiser’s site than the average user seeing a brand’s paid search ad alone.
More details on the study results are here.