These two industry leaders are generating more in store action than other networks.
A new social media marketing survey conducted by ACTIVE Network has revealed that 47 percent of social network users have taken offline action in some way following an interaction on one of those sites.
These actions consisted of such behaviors as making a purchase, meeting someone, or participating in an event.
Social media marketing and consumer behaviors from five networks were examined within the survey. They included Facebook, Pinterest, Twitter, Google+, and LinkedIn. Among them all, it was determined that Facebook was the greatest driver of offline actions. In fact 87 percent of the users of that site had taken part in at least one offline action as a result of an online interaction there.
The second social media marketing position was taken by relative newcomer, Pinterest.
Pinterest’s social media marketing generated offline action among 70 percent of its users. Next was LinkedIn, with 60 percent, then Twitter, at 56 percent, and finally Google+ at 37 percent. The ACTIVE Network study was entitled “Beyond the Click”.
Also determined through this study was that Facebook and LinkedIn were the leaders in social media marketing that brought about personal connections and meetings in person. These two networks frequently led to meeting offline as well as building direct contacts. In fact, 70 percent of the users of Facebook have gone on to make direct contact with someone because of an interaction that had occurred on the site. Comparatively, 56 percent of LinkedIn users experienced the same result after an interaction on that network.
Similarly, among Facebook users, 40 percent had actually met someone in person because of an interaction that had occurred on that website, where 25 percent of LinkedIn members had done the same thing for that reason.
When it came to event attendance, the leaders were Facebook and Twitter. At Facebook, 58 percent of users had attended an offline event following social media marketing on that site, whereas 31 percent of Twitter users had done the same thing because of what they’d experienced on that network.