Here's a question every business leader and marketer today has asked recently: does investing in social media drive sales?
Well yes, says new research - read the latest report from Ogilvy’s social media practice, 360 Digital Influence, who partnered with ChatThreads BrandEncounter on a new study.
The study looked at the impact that social media exposure on 404 restaurant consumers – and looked at how social media activity impacted the amount people ate, how much they spent, and their attitudes before and after the study was conducted.
And the key result: The study tied a 17 percent increase in spending during the tracking time.
What did they find?
1. Social media exposure is directly linked with increases in sales. Integrated social media (social content + one or more other channels) exposure is linked with significant increases in spend and consumption—for example, social media + PR exposure was associated with a 17% spend increase compared to the prior week without these.
2. Integration matters. Exposure to social content was most consistently effective when it was combined with exposure to other types of media channels.
3. Social media is a top driver of impact. Out of the 20 channels analyzed, social media was No. 1 or No. 2 in magnitude of impact on spend and consumption.
4. Social media exposure is directly linked with changes in brand perception. Social media by itself is particularly effective at rapidly impacting brand perception - exposure to social media generated the largest impact on brand perception over a short (one week) period of time.
5. Brand exposure in social media is low. Weekly social media exposure to brand mentions was relatively low (24% of panel) vs. television branded exposure (69% of panel), even in this selected high social media consumption group of consumers.
Read the report here: