Everyone agrees that social media is important component of marketing these days. Using Facebook, Twitter, Pinterest, YouTube and Tumblr is key to promoting a business and products. But it is not just that you use these tools that count – it matters how you use them. You need to be smart and get the most return on your investment.
A recent study from Adobe Digital Index which tracked about 60 of the top 100 brands, shows that revenue over cost was up nearly 60 percent in Q3 for 2013. The report also indicates that while Facebook is still the leader in referral traffic – Twitter referral traffic is up more than 250 percent and referrals from Pinterest are up more than 80 percent.
But the winner in conversions – that is driving sales was Pinterest. According to Adobe Digital Index – Pinterest is driving more traffic to retail sites than Reddit, YouTube and Twitter combined. It adds that “Pinterest is optimized for retail in general.. Facebook and Twitter are kind of all over the place and there’s not necessarily a niche. Pinterest is really a retail driven site and that’s why they’re eventually going to overtake Facebook in terms of referring revenue.”
Also noted in the report was that Tumblr may be the most underrated of all the networks when it comes to retail conversions. Tumblr has the most positive consumer sentiment of all the social platforms. People use Facebook Twitter and other platforms to vent about brands much more so than they do on Tumblr.
Overall consumer engagement in the form of comments and shares are up 115 percent on Facebook and that according to the study is a sign that consumers are engaged and may have an appetite for more brand content in general.