Study: Social isn’t the selling tool some thing

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The researchers, two professors at the University of Denver’s Daniels College of Business, found that over a year period social media helped to increase the connection between brands and their social media followers, but that connection didn’t necessarily result in increased revenue.

“Exposures to earned and owned social media activities for brands have significant and positive impacts on consumers’ likelihood to purchase the brands,” the researchers say. “However, the results also demonstrate that the effect of one type of social media activity is not independent of the other type, and thus earned social media activity and owned social media activity actually have a suppressive impact on each other in increasing consumer likelihood to purchase.”

So, what does this mean for businesses is the social space? It’s another indicator that social is the place to create a relationship – through content, customer service, and even product information. Just don’t expect those posts to have a direct route to the cash machine.



Kristina Knight is a freelance writer with more than 15 years of experience writing on varied topics. Kristina’s focus for the past 10 years has been the small business, online marketing, and banking sectors, however, she keeps things interesting by writing about her experiences as an adoptive mom, parenting, and education issues. Kristina’s work has appeared with, NBC News,, DisasterNewsNetwork, and many more publications.