Does social media engagement actually help sales?

If you’re a social media manager like me, you probably spend a lot of time chasing the all mighty “like”. You’re constantly searching for that right combination of words, images and links that leads to a response from your fans, followers, and friends.

The assumption has been that we need that engagement to increase potential reach, which leads to more fans – and eventually more conversions – subscriptions, purchases, page views or other business goals. But does social media engagement actually lead to a better bottom line?

The Internet Advertising Bureau surveyed 4,500 consumers and followed up with 800 interviews. They found that:

  • 9 out of 10 would recommend brands that they interacted with through social media
  • 4 out of 5 would be more likely to buy from a brand after accessing that brand’s social media

TheDrum.com presented a great overview of the IAB research,including quotes from the researcher, Ian Ralph, who said By making people love, not just like your brand, you’re more likely to drive future purchases and increase sales.”

Amen, Mr. Ralph!

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