By 2010, most big brands had figured out that they needed to get on Facebook and start engaging with their customers where they were more likely to be viewed as a “friend.” Soon after, top brands created Twitter accounts, joined Instagram and, most recently, started to use Vine.
Social media has added a new dimension to how brands market their goods. But is it really all that effective?
Over the past four years, less than 0.25 percent of e-commerce consumers of top brands came from Facebook. For Twitter, that number is less than 0.1 percent. In comparison, customer acquisition from paid search is up 50 percent.
However, engaging with consumers via social platforms is not a fruitless task. Of the top 10 factors that correlate with strong Google organic search, seven are social media dependent, according to a just-released study by think tank L2. This means that, if brands aren’t active on social media, they tend to show up less on Google searches.
Written By Lisa Mahapatra
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