Fanning the Flames

The business benefits of quality social media content are now being realised

Working in content marketing, you become pretty saturated with jargon, theories and facts about social media. So much so that when we occasionally emerge from our cocoons of tweets and likes and blogs and SEO, we�re surprised to find that the rest of the world doesn�t exactly share our zeal. Sure, �dying� Facebook is nearing 700 million users, but in terms of businesses adopting social media strategies for marketing� well, let�s just say some are more willing than others to take that next step.

We blogged a while ago about common social media marketing myths. With any new technology (and why social media is still classed as �new� is something of a mystery), hesitation, suspicion and reluctance to embrace it abounds.

Even when it is 10 times cheaper than the traditional model�

Even when it has been proven to work�

Even when it has been predicted that spending on social media marketing will hit US$3.1 billion by 2014.

Social media content drives website visits

But perhaps the recent findings by Internet analysis company Hitwise will give brands a reason to reconsider their approach. Through a joint research venture with Techlightenment, Hitwise has discovered that one Facebook friend or �like� is equal to 20 visits to a brand�s website.

No, that�s not a misprint: just one Facebook fan = 20 website visits.

Hitwise explains: �The figure of 1 fan = 20 extra visits to a website uses a unique methodology that combines Hitwise data with data from social media experts Techlightenment. We took the top 100 retailers ranked in the Hitwise Shopping and Classifieds category and benchmarked visits to those websites against the number of fans those brands had on their Facebook page. We then also looked at the propensity for people to search for those retail brands after a visit to Facebook using our Search Sequence tool.�

It is a compelling argument � not just for brands having a Facebook presence as a means of driving visits to their website, but also for making that social media presence as enticing as possible. The better the content is on social media, the more fans it will attract and the more website visits it will generate.

Facebook content � and social media content in general � is still part of the company voice. It is important that it is heard.


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