According to a study by GroupM Search and comScore, consumer awareness of brand because of social media efforts increases “lower-funnel” (that is, closer to action and loyalty) searches and click-through rates.
“The study reveals that people who search and engage with social media, especially those exposed to a brand’s influenced social media, are far more likely to search for lower-funnel terms than consumers who do not engage with social media. Furthermore, consumers exposed to a brand’s influenced social media and paid search programs are 2.8 times more likely to search for that brand’s products compared to users who only saw paid search.”
The bottom line is that social-media efforts appear to pay for companies. More information about the relationship between social media and search may help you with your management if it questions the value of social media.
