Guess what? Twitter and Facebook don’t drive sales (much)

By Dan Wilson November 20, 2012 - 1:26 am

A report shows that social media such as Facebook and Twitter don’t do all that much when it comes to driving ecommerce sales. According to reseach by Sucharita Mulpuru at Forrester, fewer than 1% of online sales could be tracked back to a social media post.

Her report says: “Social tactics are not meaningful sales drivers. While the hype around social networks as a driver of influence in eCommerce continues to capture the attention of online executives, the truth is that social continues to struggle and registers as a barely negligible source of sales for either new or repeat buyers. In fact, fewer than 1% of transactions for both new and repeat
shoppers could be traced back to trackable social links.”

Paying for traffic via search engines such as Google does show results and email marketing draws returning customers. Check out the story and graphic (below) for more information.

  • 5 years ago

    no suprise there, ive found facebook ads next to useless.

    Anyway if they did work wouldnt amazon and ebay be all over it..

  • 5 years ago

    Interesting report but it didn’t include small businesses?

    Although sales from social media hardly compare to marketplaces like eBay, I think more people are expecting brands to be on Facebook or Twitter. Simply for them to check out feedback or reach out for customer support.

    A handful of our community members are also finding some success on social media, but again this doesn’t mean they are leaving eBay for FB. It’s a good alternate venue to buff sales without the fees 🙂

  • dbl
    5 years ago

    Well I agree but isn’t social media about engaging with your customers? You know like the old fashioned ‘talking to people’ perhaps, and I’ve said this many times, people don’t want to be sold to on these channels.. Perhaps it s like those annoying sales staff that make you want to leave the store.

    Kinda like sales without the heavy sell. Maybe they got it wrong. People do business with people and like to make their own minds up rather than being herded like cattle.


  • 5 years ago

    Totally agree!

    Yes, of course – you can’t hard sell on social sites but even with all the tricks & tips, conversion rates from Facebook, Twitter & Youtube traffic are very, very low.

    Basically, I keep using social sites only to communicate with existing customers and because everyone expects to find everyone on these sites.

    Business wise, in most cases, it’s a waste of time.

    There will always be exceptions and god examples but in general, you better spend your time on activities that generate much higher ROI.

    Facebook ads is another story but I guess it’s not counted in these metrics.

  • rick
    5 years ago

    just confirms what anyone with any nounce already knows,

    despite the twitter facebook blogaholics
    banging the drum is if it were a religion
    and a business could not survive unless it worshipped the great god Blog

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