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Social Media Improves Search Engine Results

New Study Links Search and Social
Correlations have been made between display and search marketing as well as between display and social marketing. But a new report from GroupM Search and comScore shows a link between search and social marketing efforts. Researchers found that searchers engaged with branded social media were more likely to query a low-funnel term than those not engaged.

What is a low-funnel term and why does it matter?
A low-funnel search term is one which expresses action or loyalty such as brand product terms or campaign terms. Comparatively, high-funnel search terms are those which express awareness or consideration of a product - such as using a general product attribute or an industrialized term.

"Advertisers need to explore their social media initiatives and how they impact user engagement and performance in other channels. This data suggest that social media marketing does positively affect consumer purchase consideration, specifically through the search channel," said Todd Steinman, chief operating offer at M80.

Researchers further found that those exposed to branded social media and paid search programs are nearly three times as likely to query than those who only saw a paid search ad. And, organically speaking, consumers exposed to branded social media were 2.4 times as likely to click an organic link.

"Social media-exposed consumers are far more likely to search for brand and product-related terms, and click on a brand's paid search ad," said Graham Mudd, vice president of comScore, Inc. "This finding provides strong evidence that investing in social media marketing can both increase initial brand consideration and drive higher conversion rates once the consumer has decided to purchase."

by Kristina Knight

Views: 30

Tags: Improves Search Engine Results, Social Media


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Comment by Steven Moore on October 20, 2009 at 8:40am
Just from personal experience on the social to search issue- My name is Steven Moore and that is a common,name with a few famous guys as the Wall Street Journal Guy ,Pro Hockey player, and a few well written academics types. My name was buried in the pile, unless you used my company name or what I do Marketing , Branding etc with it. Within 3 months of engagement within the twitter community I am now #5 on page one.That happened over 9 months ago. I have now done this for over 30 clients in various industries that are consultants, coaches, and others. For them that is big they just Google me. Google loves twitter get those links in there and be consitstent and it will happen without trying.
@ralph you are so right about the big picture change- just my thoughts, over time as more brands engage in Social Business in some businesses- it will be do business where the customers are not on your website, there are some smallbiz folks that are now using Facebook Pages as a major hub. I love these times I am buried with the smallbiz types now outsourcing their SM starts for as little as 500-600 a month.. Someone in the auto biz needs to do this for the dealers to start and then let them grow as they understand more.. What are your thoughts?? Check out what the Dachis group and Altimeter groups are going with this it is not about SM anymore- the game has changed again because Social Business Design goes thru and makes those cultural shifts that you are talking about- Customer Service, IT, PR, Legal, Marketing,Sales, and from the inside out too... Have great day....

With programs like Glue when you visit sites you
Comment by Ralph Paglia on October 19, 2009 at 11:24pm
@ Nick - Your comments demonstrate a basic understanding of the transformation going on right now where consumers are wresting control of media that influences buying trends, brand perceptions, customer loyalty, what's hot, and what's not... and so much more. I sincerely believe that we are witnessing a not-so-subtle shift that will forever mark the period between 2008 and 2013 as the 5 year window that changed marketing, advertising and the very concept of "brand" forever. There will be winners, and there will be losers, and wealth will shift like it always has when transformational shifts of this nature have occurred throughout history. Think Gutenberg Printing Press... Think Television... What the Internet has impacted to date may end up being merely the prologue of cultural and economic shift that Social Media will cause to happen.

Comment by Sebastian James on October 19, 2009 at 5:03pm
Amazon plowed the ground for third-party reviews. Wherever I have a chance to read them in relation to a product I'm interested in, I devour them.

Comment by Nick Cybela on October 19, 2009 at 3:00pm
I'm constantly amazed at how trusted third party reviews have become. The new statistics being released on the impact of sales from social media presence is startling. The last number I saw was an 18% increase from those who were active, although with 85% of social media users saying that companies should be engaged that's probably not as surprising as we'd expect.

Another note would be the SEO impact from participating in bookmarking, blogging, and even just being present in the right areas. It's interesting that people are finding these social areas, and absolutely makes sense it's more effective than basic advertising.

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