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BizReport : Social Marketing : May 19, 2014

Just 1% of retailers' traffic originating from social media

Social media marketing isn't filling up the cash registers in the U.S., according to new figures released by the e-tailing group, but that doesn't mean that being seen in social spaces is a waste of the time and effort involved.

by Helen Leggatt

The e-tailing group's recently released Q1 2014 data reveals that despite the time and effort retailers spend on social media marketing, very little traffic and sales are generated as a result.

Social media marketing among omnichannel retailers in the U.S. is high. Almost all (94%) have a Facebook Page, 81% implement 'Like' buttons on product pages, 81% employ Pinterest and about the same number again post on Twitter and monitor Tweets.

However, all this effort is not translating into traffic to retailers' websites - just 1% of traffic came from social networks and media.

The result of social on sales was even smaller with 43% of retailers saying less than 1% of shoppers who arrived at their retail site via social media and networks spent money during that visit.

Ultimately, while a presence on social media may not have immediate, tangible paybacks in terms of traffic and sales, a presence on such networks does provide brands with a public voice and, increasingly, an additional and convenient channel for customer service and customer contact.

Image via Shutterstock

Tags: ecommerce, omnichannel, retail, social media

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