Social media vs Search behavior & Performance
An interesting research study was released recently, “The Influenced: Social Media, Search and the Interplay of Consideration and Consumption” from comScore, GroupM Search & M8, exploring the impact of social media on search behavior.
According to this report, social media can improve paid search performance for a brand by up to 300%, consumers exposed to both a brand’s influenced social media and paid search spending almost 3 times more time online than the average consumer:
Also, 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!
You can check the entire report below:
The Influenced: Social Media, Search and the Interplay of Consideration and Consumption
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