New report highlights importance of social media for brands

Brands need to develop a combined search and social media strategy, according to a new report from the Internet Advertising Bureau (IAB) and Microsoft Advertising.

The report, Search and Social Media: making your brand stand out, says acknowledging the voice of the consumer and incorporating it into communications is a long-term commitment and valuable business proposition, but not one that can operate in a silo.

“Just because you a create a Facebook page or a Twitter feed, doesn’t mean you have ‘social media’ covered,” it says.

Traditionally search has been one way in which the views and activities of the public have exposed the strengths and weaknesses of brands, but social media has provided a platform for these opinions to be heard louder and far faster than ever before, says the report.

As such, the relationship between search and social media is becoming increasingly significant. The report highlights how user behaviour has driven growth of both.

Consumers are critics, creators and conversationalists and studies show they are becoming more active online every year. In this scenario social platforms and search engines merge and an understanding of the two has become necessary not just for PR and marketing departments, but for every single function of a business, say researchers.

According to the IAB and Microsoft Advertising, the industry is beginning to sit up and take notice of these two disciplines, and the report provides insight and guidance on the main ways they can work together.

Through the use of research, case studies and practical insights, this overview of the current landscape is designed to provide companies with the tools to employ search and social media in tandem, to help their brands stand out from the crowd.

To download a free copy of the report visit: www.iabuk.net/searchandsocial