Search and Social Media Together Forever
Online search and social media go hand in hand in the same way as on and off line marketing.
Research from both Group M search and comScore found consumers frequently use social media in addition to online search to make purchase decisions.
Buyers who convert online use both search and social media with 48% of consumers using a combination of resources. When consumers were exposed to branded search results and information about the business on social media, search click through rates went up by 94%. The study also found that the top four social media resources consumers consider when making purchase decisions are: review sites, Facebook, video sharing sites like YouTube, and Twitter.
This research validates the need for a businesses to focus a portion of their marketing efforts to social media platforms like Facebook and Twitter, as well as online reputation management, in addition to just search engine marketing . This combined tactic will help them create a total web presence and reach more consumers online.