Marketers Combining Traditional Formats with Social Media

Social media has long been a way to drive online interaction. First, it was about connecting people. Now, marketers are using socialmedia1the format to build relationships with consumers while driving sales. Marketers are also realizing that there’s a connection between traditional ad formats and social media.

Burst Media’s new Online Insights report leaves little doubt that the Internet and social media go hand in hand. About 2/​3 of web users also have a social media presence and over half of these folks are checking their social sites daily.  While they are online, 27% of social media users notice when brands are promoting their social sites. These same consumers also realize that brands are promoting elsewhere, specifically, in traditional media:

  • TV 24.1%
  • Print 21.2%
  • Radio 11.4%
  • Outdoor media 9.5%

As more brands promote their social sites in traditional media, they may wonder if the effort is making a difference. According to Burst Media analysts, 60.9%  of social media users say that that they’ll engage with brands on social media after seeing promotions online. Nearly as many of these consumers, 58.7%, say that seeing a brand’s promotion of its social sites on TV drives them to check out these sites.  The social interaction driven by messages in radio ads (41.4%) and outdoor ads (39.5%) is also significant.

Brands can invest significant resources in all media forms to make sure consumers are connecting with them socially. However, when consumers come to the social sites, they expect to be rewarded. While nearly 50% of consumers want to ‘show support’ for the brand, women, in particular, are looking for offers, coupons, or promotions.

Have you been promoting your social sites through traditional formats? If so, has the outcome been successful?

[Source: Expanding the Conversation. BurstMedia​.com. April 2013. Web. 31 May 2013] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.