By: Arthur Cooper
Submitted: 2011-05-12 14:58:03 | Word Count: 664
There has been recent report released proving shocking evidence that social media may have little to no affect on online retail purchases. This comes as a surprise to many retailers who have recently been trained to believe that in terms of successful online marketing, social media is key.
You hear it in every seminar and read it on every marketing blog post: create a great social network if you want to experience any success is business. I can definitely understand the logic behind this strategy, as it does seem like social media is the new wave. However, the old saying holds true “everything isn’t for everybody.” There may be quite a few industries that have gone the social media route and experienced immense successâ€"unfortunately, retailing isn’t that industry.
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Social media outlets are the place to go when you are looking to form a community and let people know what you have to offer. After that task is done, the rest is left up to your following. I consider myself to be a bit of a networking guruâ€"it’s what I do. Twitter, Facebook, YouTube, you name it, I know it like the back of my hand. About 75 percent of the time spent on the computer is spent on one (or a couple) of these networks. Of that time spent I can’t say that there has been a single instance where I’ve been inclined to click anything that leads me to purchasing something. It just hasn’t happened.
I have learned a lot about what many businesses had to offer through use of social network. You offer a good headline on Twitter that’s attached to a linkâ€"I click the link and end up at your site. Once I get to your site it is then your job to woo me into buying. I’m there (that’s half the battle) the rest is up to you.
This report was collaboration between Forrester Research and GSI Commerce and analyzed data that was taken from online retailer from November â€" December 2010. The data indicated that less than 2% of orders were the result of shoppers coming from a social network. There was great theory offered by executive vice president of strategy and marketing for GSI Commerce, Fiona Dias stating “If you go with the theory that you should market where the people are, then you should be running off to market during church services. Facebook has the same analogy. Buying things from retailers is maybe 10th on the list of things they want to do on Facebook.”
Time to go back to the old way of doing things, retailers, it seemed to work out better for you. Email and search advertising are much more effective for turning your browsers into buyersâ€"stick with that. This isn’t to say that you should have no social media presence. Presence on social media generates buzz about your business which could mean more visitors to your site, which means potential sales. Use social media for what it’s worth, but don’t expect it to generate a miracle.
