Social Media Has No Impact On Sales - Business Insider: "Retailers may have hit record sales over the shopping weekend from Thanksgiving through Cyber Monday, but the impact of social media campaigns many of them invested in is less certain. Offerpop, which helps retailers including Amazon, Sears and Walmart run social-marketing campaigns, says it saw a 40percent increase in social-media campaigns by its clients for the Black Friday shopping weekend compared with last year. Yet social media made up less than 1percent of online traffic and sales on Black Friday, according to IBM Smarter Commerce, which tracks sales for 500 of the top retail sites. And that's down from last year. That's based on customers who were referred to a retailer's site through social media and made a purchase right then. It may not be a bad thing though, given that retailers were using social media more to raise brand awareness than to push sales this year, says Jay Henderson, strategy director for IBM Smarter Commerce."
Read more: http://www.businessinsider.com/social-media-has-no-impact-on-sales-2012-11#ixzz2DvC2iyCT
Facebook: A waste of time for most Advertisers: "So, why did Google make 10 times as much as Facebook last year on just over half as many advertisements? The answer is “Commercial Intent”. When people are shopping, they have what is called Commercial Intent, which means they are looking for something they want to purchase. It is no different from back in the days of searching through the Yellow Pages for a business that is selling what you are interested in buying. Your Commercial Intent is to find those who provide what you are looking for. Commercial Intent does not exist on Social Media, . . . "
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