Social Media: Marketers Look to Revitalize Branding and Engagement

By Rob Scott
February 7, 2012

Wildfire Interactive surveyed 700 marketers and found that 97 percent say social media marketing delivers positive results for their brands.
According to the survey, 88 percent said social media helps boost brand awareness, 85 percent cited an increase in customer engagement, and 58 percent said social tools generate sales and partnerships.
“It has opened up this whole public communications channel, where we can get great feedback,” said Lindsay Tiles, director of corporate public relations at Charles Schwab. “We’re trying to get people out of the mindset that social media is just for pushing your messages out. It is about communicating, but it’s also about listening.”
“While marketers look at the overall benefits of social media, they are also drilling deeper to determine the value of Facebook fans in particular,” suggests eMarketer. “Among respondents to Wildfire’s survey, 44 percent said Facebook fans are valuable because they help with new customer recruitment. Additionally, 18 percent said Facebook fans have higher conversion rates and another 18 percent noted that they make more frequent purchases.”
“Of those surveyed, 24 percent said they measure the ROI of social media by looking at increases in revenue,” adds the article. “Additionally, 38 percent said they count increased ‘likes,’ comments and interactions on Facebook.”

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