A report from AdParlor found that businesses in the entertainment and electronics industries are experiencing the most success with social media marketing. The company measured these organizations based on click-through rates between September 2011 and February 2012.
According to the analysis, entertainment companies had average CTRs of 11.4 percent for social media content containing site links. This was especially true for businesses focusing on the motion picture industry. While major film studios are unsurprisingly popular, movie stores, streaming services and news outlets covering the industry also succeeded.
Electronics manufacturers and retailers are equally successful on social for several reasons. Consumers and B2B buyers alike are aggressive in researching devices and other technological services before they make any purchases or investments. These businesses saw a CTR of 10 percent in the measured time period, second only to the entertainment industry.
Automotive companies with social media content were also successful with 7.65 percent of prospects on Facebook clicking on their content.
Brafton recently reported that "sharers," a portion of the social media user base, are among the best targets for businesses looking to boost their social media marketing campaigns. Generating content that draws a strong reaction from this audience can help companies improve CTRs and engagement, since they are more likely to share content with their friends, followers and other contacts.
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