Study shows the top advantages of using social media content

Posted on May 28, 2013

 

Publishing content via social platforms has become a mainstay of both B2C and B2B marketing, and the findings of a recent study have shown the extent to which businesses now choose to go social.

Social Media Examiner’s latest study, the 2013 Social Media Marketing Industry Report, found that the vast majority of marketers (97%) have now bolstered their marketing strategies with social media.

Evidence suggests that more and more businesses are recognising how activity on Twitter and Facebook can impact traffic, brand perception and ultimately, sales.

According to the report, participation through social media helps almost 90% of marketers improve brand exposure. The second most widespread benefit of using social media was increased site traffic, with 75% of respondents reporting that social content led to a lift in visitor traffic.

Other benefits from social media content included improved insight into the marketplace and the development of a loyal fan base, with around a third of respondents claiming both. Just under two thirds of brands said lead generation was another benefit, while others reported being higher up in search rankings and increased sales (58% and 43% of respondents respectively).

However, the results did show that while there are a host of benefits to be reaped from social strategies, changes don’t come overnight. Businesses that had used social media for longer, or invested more hours every week in providing content for users, saw more significant benefits.

News writing services form an important part of social media marketing. Website news feeds with the latest industry-relevant stories can be linked to a brand’s social media presence, establishing it as a relevant voice in its market and steering customers to the company’s mains site.

While both B2C and B2B businesses experienced results, there was one significant difference in their approaches. While B2Cs operate mainly on Facebook, B2B businesses were seen to maintain a more balanced approach when choosing social media platforms.

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