The greatest benefit of building your brand’s presence in social media is earning share of voice and establishing long-term relations. It’s not just about the number of fans or the number of followers. There are many residual benefits, such as brand affinity and advocacy. Consumers who are engaged with your brand in social media are more likely to search for the brand’s products, more likely to buy from that brand and more likely to click through links they see about the brand.
Here is further evidence from a recent study by GroupM Search and comScore:
– Consumers using social media are 1.7 times more likely to search with the intension of making a list of brands or products to consider purchasing compared with the average internet user.
– Consumers exposed to influenced social and paid search exhibit 223% heavier search behavior than consumers exposed to paid alone.
– 50% of social-media exposed searchers search daily for product terms, compared with 33% of non-exposed searchers.
– 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.
Idil has devised marketing and communication strategies for Fortune 500 companies and non-profit organizations for 20 years. She is the author of 'Implementing Word of Mouth Marketing: Online Strategies to Identify Influencers, Craft Stories and Draw Customers' (Wiley, 2010), as well as numerous industry briefs and articles on online communications.
Idil has been a public speaker on word-of-mouth marketing, women and ethnic minorities’ use of digital communications, and e-CRM. She has been widely quoted in trade journals and newspapers such as CNet news, CBS Market Watch, San Jose Mercury News, Chicago Sun Times, Harvard Business Review, the Financial Times and the New York Times. In 2010, she was selected ‘Digital Communicator of the Year’ by PRNews.
Idil is currently VP of Media Analytics at Nielsen, working with public sector, technology and telecom clients, gauging their advertising and brand communication effectiveness. She also serves on the Ad Council’s Research Committee.
Previously, she was a VP of Client Development at NM Incite – a Nielsen / McKinsey company, identifying and amplifying business opportunities in social media for clients. Prior to her roles at Nielsen, Cakim was a Senior Vice President in the global PR agency Golin’s digital practice and a Director of Burson-Marsteller’s think tank—the Knowledge Development group.
A native of Istanbul, she holds an M.A. in Communication from the Annenberg School at University of Pennsylvania and a B.A. in Sociology from Bryn Mawr College.
View all posts by Idil Cakim
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