The popular Social Media Revolution video chronicles the effect that social is having across society. Among other things, the latest notes that social media has overtaken pornography as the most popular activity on the web.
But if some of the most popular activities on social media include photo sharing and checking in, how do businesses benefit?
First there’s the obvious ways – checking into a retail venue signifies an actual endorsement of the establishment. When friends notice friends patronizing a retailer, they’re far more likely to check it out (in fact, 68% of Facebook users are more likely to make a purchase or visit a retailer based on a positive friend referral).
For non-retail businesses, the potential of social is less obvious but no less powerful. Social, as with all marketing, will drive more traffic, exposure and conversions from some channels more than others. Last week popular tech blog TechCrunch reported that Twitter was surpassed by professional social network LinkedIn as its leading source of inbound traffic. But other businesses, such as Mongoose Metrics, still see great success with Twitter. And earlier here, we highlighted the importance of blogs to our customer SendGrid, who is in the business of email delivery solutions.
The takeaway? Just like individuals, businesses have their unique set of relationships and messages that generate traction. Marketers need to identify where their customer base and extended networks actually are to make social work.