Many people still wonder,
and rightly so, how social media gets the cash register to ring.
As reported in the
October 6, 2009 Adweek article written by Brian Morrissey, WPP’s research group
has evidence that engagement with a brand’s social media helps lead towards a
This new study has part
of the answer and it is very positive for using social media to build brands.
According to the results
of the study, people who bumped into brands through Twitter, Facebook, YouTube,
etc., are 2.8 times more likely to search for a brand with click rates
increasing by 50%.
This is great news for managers and provides cover for them when they shift money out of old media into social media.
However, it does raise
the question, why do people have to search for a brand’s Web site address? It seems silly that someone has to
search for it. On the other hand,
maybe companies are being savvy by not appearing to want to give a sales
pitch. People may perceive a www
cue similar to an 800# — inferring, give me a call, I want to sell you
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