Research seems to indicate that social media does little to impact online buying habits. People buy what they want to buy regardless of who says what via their social media network. Of course all of this may change once Facebook rolls out its online coupon programs, “Facebook Deals.” When people begin to click the Like button and pass it around to their friends, maybe that will have some impact. With a user base of 500 million people and growing, Facebook now has the potential to force change in just about any pool in which it chooses to dip its toe.
A joint study by Forrester Research and GSI Commerce suggests that brands’ social media efforts might be a time of waste and money if measured in connected sales, Mashable reports.
Analyzing online shopping data from November and December of last year, the research firms found that less than two percent of orders could be traced back to social networks. They were slightly more effective for communicating short-term deals, with five to seven percent of buys being influenced by social media in that case.
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