Social Media Does Not Influence Buyers Directly – A Forrester Study


According to a new Forrester Report, although social media is extremely influential, less than 1% of social media users purchase things online directly from social media outlets like Facebook, LinkedIn, or Tumblr.

Printing Concepts has been active on social networks for some time now, but only recently have we really invested a substantial amount of time and money into social networking on Facebook, LinkedIn, and other sites like Pinterest. As a social media guy, I understand the concept that social media is relatively a unique and overall, new way to communicate to our customers and interested parties. However, I never intend Printing Concepts to be able to sell directly through social media outlets.

Honestly, if you think about how often we are bombarded with advertisements; TV, billboards, mobile phone apps, even at movies; the last thing anyone would want to see would want to see is more advertisements on their news feed asking them to purchase this, or “buy that to be ahead of the game”.

I believe social media exists simply to get the word out. It’s a way to stay relevant in your customers’ minds, and by posting content that interests your target audience you can engage them in a different way than just direct selling. So when I came across this article through a LinkedIn group, and it brought up a unique statistic, “…70% of active online networkers shop online. Yet new research suggests that less than 1% of online purchases can be traced back to something the shopper saw posted on social media.”

I stand by the idea that social media is not a direct marketing tool, it’s a big brand awareness campaign, something to keep our products and ideas fresh in everyone’s mind.

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4 Comments to “Social Media Does Not Influence Buyers Directly – A Forrester Study”

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