Pegasus Associates Lighting is no stranger to social media. Last year, the company launched a blog, forum, Twitter account, and Facebook page to share lighting tips, articles, news, and special discounts with followers. Last month, the company released a Lighting Library iPhone App for lighting shoppers, designers, and professionals to use as a pocket resource to answer common lighting questions.
As social media is increasingly becoming a central aspect of many company’s marketing plans, measuring its return on investment is becoming a central question. Simply comparing analytics data from before and after the launch of a social media campaign will show just how valuable engaging with customers can be.
First of all, it’s important to measure the stand-alone growth of the social media accounts. Pegasus Lighting has certainly experienced success in this category. In less than a year, traffic to the blog has increased 350%; the @PegasusLighting Twitter handle has gathered over 700 followers; its Facebook page over 250 “likes”; and, in just its first week, the iPhone App was downloaded over 200 times.
The usual Internet metrics of website visits, sales, and conversion rates can also be applied to social media. If these metrics had a substantial increase after the use of social media, it is likely that the increases were due, at least in part, to the new social media strategy. Since Pegasus Lighting began using social media, website visits have increased 19%, transactions 29%, and conversion rates 9% (compared to the previous calendar year). As a result, the company’s overall sales have increased 12% since introducing social media to its marketing toolbox.
It is certainly difficult to isolate the precise impact of social media from other factors that may influence growth. However, considering the amount of brand exposure, customer communication, and general engagement social media facilitates, it is likely that the benefits far outweigh the costs.
About Pegasus Associates Lighting
Founded in 1993, Pegasus Associates Lighting is a lighting distributor with a strong Internet presence selling “unique lighting products for your special needs.” The company, based near Pittsburgh in Beaver Falls, PA, with another office location in Raleigh, NC, attracts both individual and corporate shoppers who value a learning experience in lighting, competitive pricing, and an easy-to-use, intuitive website. For more information, visit www.PegasusAssociates.com.