Social media may be one of the most buzzed about tactics in the marketing world but the “fuel” of social media and overall sharing is content, according to a study recently released by AOL and Nielsen. Their data shows that people are spending more than half of their time online with published content and 23% of social media conversations a day include actual links to such content.
With the deluge of information and interesting content online, we’re not surprised with these results and anticipate that these numbers will only continue to increase.
Among the key findings was an anecdote that we think is a huge opportunity for brand marketers and supports what we preach on the daily to our clients: content is crucial to brand marketing campaigns.
Their study concludes that 60% of industry-specific content sharing messages include a product or brand name mention but only 4% of shared content is linking to brand or corporate websites. People are talking about and engaging with brands through social sharing and content in their own time and space. Wouldn’t you rather be where the conversations surrounding your brand are happening organically? Equip your potential customers with something to talk about and content to share as the foundation of your social media campaign.