A new study has found a strong correlation between social networking and internet search behaviours.
People using social media demonstrate higher search rates for a brand if they have previously been exposed to branded marketing or "name dropping" on social networking sites such as Facebook, MySpace, Twitter or YouTube.
"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. in an October 6 press release.
"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."
ComScore's survey found that the highest click-through rates (CTR) were seen when brands actively communicated with users through specifically tailored social marketing programs - such as when a company made and actively engaged with consumers through a dedicated Facebook page.
The study, " The Influenced: Social Media, Search and the Interplay of Consideration and Consumption", was conducted by market researcher ComScore, Inc in collaboration with social media agency M80. The study took place over a three month period.