In Support of Social Media – Statistics to Prove It

Posted on: 06/27/12, 5:27pm

How in the world does one measure the return on social media marketing?

Justify the time, resources and hired help to manage the many social media profiles connected to your company? Well, that data is getting stronger, and it’s all pointing positively towards social media being, “well worth it.”

Companies that are dedicated to growing their fan and follower bases, engaging them on a deeper, more personal level, and gracefully welcoming questions, comments and complaints – are blowing the other brands out of the water (Can I get a, “CANNONBALL!“) The companies that are taking social media really seriously, are seeing a significant Return on Investment. That’s right, companies are successfully using social media to drive business objectives and seeing a significant Return on Investment.

Still don’t believe me? See our examples and statistics below:

Since The Social Lights World HQ is situated right across the street from Target World HQ and there are 3 Starbucks’ within a .3 mile radius, we’ll focus on those two companies.

A study recently conducted by Facebook and ComScore, found that exposure to earned media (aka unpaid publicity or word of mouth) determined that the exposure Target and Starbucks gained had significantly influenced purchasing behavior among fans and friends of fans:

• Target fans and friends of fans were 19% more likely to purchase in Target in the four weeks following exposure

• Starbucks fans and friends of fans demonstrated a 38% lift in purchase behavior within 4 weeks of exposure to earned media

Social Media ROI Case Study Target Facbook Page Purchase Statistics Graph

It’s not just the big brands and industry titans that are seeing results. Even small businesses can influence fans and friends of fans’ purchasing behavior.

According to a study of 12,000 consumers conducted in 2012 by Marketforce:

Social Media ROI charts, graphics and statistics

So, Why Should I Like You?

In a recent study conducted by Lithium, in conjunction with the Chief Marketing Council, when consumers were asked what triggers them to “LIKE” a brand’s Facebook page, they expected:

1. To be eligible for exclusive offers and content (67%)
2. To interact with other customers and share my experience (60%)
3. To find games, promotions, and other unique experiences (57%)

But How? (Hint: Ask us about SUPER creative digital contests, coupons, sweepstakes, promotions, games and giveaways that can be used to grow fan, follower and brand ambassador communities).

We’ll leave you with one last  freakishly cool stat:

Social media profiles are giving branded websites a run for their money, by becoming the go-to sources of information and interaction with the brand.

According to ComScore, the Skittles brand website (you guessed it, www.skittles.com) attracted 23,000 U.S. unique visitors in March 2012. The Skittles Facebook Fan Page, however, (why yes, it is www.facebook.com/skittles) attracted 320,000 visitors – a whopping 14X as many visits to Facebook over the website! Skittles is not alone, this trend has been witnessed by brands that don’t even taste like the rainbow.

Additional Charts + Stats can be found on Wildfire.com.

 

Subscribe To Our Blog

Enter your email address to subscribe to our blog and receive notifications of new posts by email.

Recent Posts

Status Update: Recapping Social Media in Q1

Social media platforms came out firing in Q1 with major announcements that are sure to make waves across social media over the coming months. From Facebook launching copycat features in its ongoing quest to be everything for its users, to the marketing world converging on social media, marketers will (or at least should) start reevaluating […]

Beyond The Platform: Shortcuts to Social Media Success

Best practices are ever-changing. Tweet with an image to increase engagement. Instagram now lets you post 16:9 photos, so fill the screen. Don’t ask for likes on Facebook. Vertical video performs better than horizontal on mobile. The weekly and monthly updates are a constant barrage that, in all honesty, aren’t always worth keeping up on. […]

Three Takeaways for Marketers from SXSW Interactive 2017

From March 13-19, creatives, digital leaders, brands, and music lovers alike flocked to the 2017 edition of the South by Southwest Conference and Festival. Over the first half of the event, thought leaders from all corners of the digital and tech space share successes and brands make their move to attract the fans from interactive, […]

7 Tips for Creating Content with Instagram Carousels

Instagram insta-grabbed headlines this week with the announcement that its 600+ million monthly users can now upload up to 10 photos or videos within a single post. This update brings immediate opportunities for marketers from both performance and creative standpoints. The feature is very similar to that of Instagram stories. However, some things warrant more […]