GroupM Search and comScore Tuesday released the results of a study, “The Influenced: Social Media, Search and the Interplay of Consideration and Consumption,” conducted in tandem with social media agency M80, which find a correlation between the discovery of brands through social media and search behavior, including increased lower-funnel searches and paid search click-through rates (CTRs). It found that people who search and engage with social media, especially those exposed to a brand’s influenced social media, are far more likely to search for lower-funnel terms (expressing action and loyalty) than consumers who do not engage with social media. Furthermore, consumers exposed to a brand’s influenced social media and paid search programs are 2.8 times more likely to search for that brand’s products compared to users who only saw paid search. More details at MediaPost.
