SMB Social Media Is All About Branding, Not Conversions | Street Fight: "And as IBM’s Black Friday 2012 report pointed out, hardly anyone purchased anything on Black Friday via a social media referral:
Shoppers referred from social networks such as Facebook, Twitter, LinkedIn, and YouTube generated 0.34% of online sales on Black Friday, a decrease of more than 35% from 2011.
On Twitter, the transaction conversion rate was 0%. The result is perhaps surprising to some but makes sense when compared with the standard 0.2% clickthrough rates on banner ads, offering little chance for conversion after the click. When consumers equate and relegate tweets and Facebook posts as proxies for banner ads, this reinforces the perception that social media won’t ever drive transactions.
The IBM report simply confirms the well-known fact that commercial intentions and sales pitches are frowned upon within social media spheres."
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