Are social networks really useful and effective to retain or attract new customers?

Social networks have both advocates and detractors. Fortunately, the percentage of those who do not value its effectiveness has been gradually reduced. Mainly because brands begin to have experience in this medium and, more importantly, to see results. However, when it comes to the truth, the big question is, are they really helpful in attracting new customers? Which are more effective?

The eternal question of whether networks can really serve to sell can have ambiguous answers and depend on many different aspects and factors. However, some studies are sharp to give an affirmative answer to this dilemma even surprising the researchers themselves. In this sense, 3 out of 4 companies that used social networks in their commercial strategy obtained better results in 2012 than those who did not use them. However, it is worth mentioning that if the goal of our strategy in social networks is only to sell or generate new sales, Social Media may not be the right channel. Despite this, it is clear that this type of means can become an endless source of potential customers while improving its reputation as a useful tool for work.

Are social networks really useful and effective to retain or attract new customersFacebook continues to be the undisputed queen

After a period in which it was questioned the advisability of continuing to bet on her, its popularity index is stabilizing. 83% of marketers believe that their use is really important, a confidence that has increased in the past 2 years. Also the last Social Media Report, indicated that 49% of these professionals would stay with Facebook, if only they could choose a social network. Not surprisingly, it is the main source of referential traffic (26%), while Twitter occupies a second place at a great distance (3.6%). Another very positive fact is that 77% of B2C recognize that it has managed to attract customers thanks to Facebook.

Twitter flies solo

Collecting the fruits of your strategy in this social network is not easy; Everything will depend on the sector and the strategy to follow. This platform is ideal to introduce new products, and to increase the dissemination of content. An activity that has led 34% of marketers to generate leads, and 20% to close contracts. But its main value is as a channel of customer service, an area indispensable for loyalty customers and get brand advocates. 42% of customers who feel correctly served through social networks buy more than the rest of customers.

LinkedIn, the most productive network

The social network for professionals is up to 277% more effective than Facebook and Twitter to generate leads. In addition, it is especially useful in the case of B2B. 84% of B2B uses a Social Media marketing tool to get customers.

77% of the marketers who develop their activity in this area recognize having obtained new clients thanks to LinkedIn. However still many B2B are aware of these advantages. 90% of them use Facebook, while only 47% are on LinkedIn.

The effectiveness of Social Media to attract customers is only surpassed by SEO

59% of marketers rely on search engine rankings for this purpose, along with 21% of those who bet on Social Media, and 20% who stay with the PPC. In addition, social channels generate at least twice as many contacts as the fairs, direct marketing with telemarketing. It should be added that the conversion rate of these leads is 13% higher than the average of the rest.

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