Content Marketing Blog

The Guardian embraces social media marketing

It is no secret that social media can be a useful online marketing tool, and as the importance of social media continues to grow, many major enterprises are boosting their efforts to establish an online presence.

The Guardian has been circulating its newspaper throughout Britain for well over 100 years, but as the internet becomes even more prominent in our society, the publication is now focusing its attention online, making use of the social media platform Twitter to attract traffic to its website.

In a recent interview with the Twitter blog, The Guardian's CEO of News and Media Andrew Miller said social media is central to driving referral traffic to news sites like The Guardian, and is now responsible for 10 per cent of the publication's overall traffic.

Social media has become a crucial part of the newspaper’s marketing, Miller said, as clients demand the very best forms of media for their advertising campaigns. It is also beneficial for The Guardian's own branding purposes.

"Because we are moving the brand of the Guardian, not just in the UK but overseas, and in places like America and Australia, where they don’t know the brand, [Twitter] drives traffic much more quickly to our site," he explained.

Miller also pointed out that CEOs should embrace social media, even though many important CEOs don’t engage with social networking whatsoever.

"I joined Twitter as we are at the heart of a media space where the consumer is changing their habits all the time. To be in that space you have to be on Twitter," Miller told the news outlet.

The majority of marketers believe in the benefits of social media, suggests a recent study sponsored by Social Media Examiner. The study found that 89 per cent of the 5,000 marketers interviewed agreed that social media has generated more exposure for their business. Researchers also found that 75 per cent of participants believed their business has experienced positive results as a result of social media.

Posted by Dylan Brown