Brands must enhance their social media marketing strategies to support their ecommerce of website conversion goals.

Social media sites are evolving into channels that offer users much more than a place to converse with their peers. Marketers that refuse to see these sites as important touchpoints are missing opportunities to begin casual conversations through social media content, which lead to conversions and repeat business.

“Consumers have a growing number of digital touch points, with more ways to stay connected with their favorite online retailers through every phase of the shopping, buying and fulfillment process,” said comScore Senior Director Susan Engleson.

“What will set apart one retailer from another in a competitive marketplace is how well they meet the rapidly evolving needs and expectations of customers.” 

ComScore just released the second UPS Pulse of the Online Shopper, a study that looks at consumers’ ecommerce preferences. A survey of more than 3,000 United States purchasers revealed that 84 percent of online shoppers are active on social media sites, with Facebook earning the most popularity.

Brafton previously reported that brands targeting both male and female consumers would be wise to advertise their products and interact with followers on Facebook, given that it’s still the largest network for both genders. Just under half (49.5 percent) of American men and 56 percent of U.S. females are active on the channel.

84 percent of online shoppers are active on social media sites, with Facebook earning the most popularity.

Marketers who are considering a campaign push on the social network will be encouraged to learn that 60 percent of those surveyed by comScore said they “Liked” brands to participate in promotions or receive incentives.

Of course, marketers know social media marketing isn’t one size fits all. Some strategies will be more effective on certain channels than others, depending on audience targeting goals. Brafton found that Twitter is more effective for technical B2B sectors, while Pinterest has a hand in ecommerce shoppers’ B2C purchases.

Lauren Kaye is a Marketing Editor at Brafton Inc. She studied creative and technical writing at Virginia Tech before pursuing the digital frontier and finding content marketing was the best place to put her passions to work. Lauren also writes creative short fiction, hikes in New England and appreciates a good book recommendation.