Overall, the study confirms much of what we mostly already knew (or in many cases, took for granted): social media influences consumer intent and search behavior. Of course, most types of media influence consumer intent and search behavior.

The study provides some interesting data points:

• Consumers exposed to a brand’s influenced social media and paid search are 2.8x more likely to search for that brand’s products

• There was a 50% CTR increase in paid search when consumers were exposed to both influenced social media and paid search

• In organic search, consumers searching on brand product terms who have been exposed to a brand’s social marketing campaign are 2.4 times more likely to click on organic links leading to the advertiser’s site than the average user seeing a brand’s paid search ad alone

Seen at Social Media Today