As communicators in the era of social networks, we’re inclined to spend a lot of time refining and implementing our Facebook and Twitter outreach strategies. And they no doubt play an important role in the communications mix.
But did you realize that organic search accounts for 51% of B2B and B2C website traffic, according to a study by BrightEdge? That compares to just 5% for social.
Of course, your results may vary — which is why it’s important to understand your audience and how they discover new content, products, and services. However, it’s probably safe to say that PR pros spend far more time thinking about social than search. And that could very well be a mistake.