I have earlier written a blog post about how much a Facebook fan is worth but in a survey made by Foresee it's revealed that a Facebook, Twitter or other Social Media fan does not generate the revenue we might have expected it to, yet.
Social Media is only responsible for 3 per cent of the visitors to e-commerce website in the UK (in America it's 5 per cent), the study reveals. In comparison search engines are responsible for 13 per cent of the visitors and email marketing 10 per cent. Moreover, the customers who visit a website because of a Social Media interaction are not among those most likely to press on the proceed to check out button. The survey shows that in Great Britain Social Media doesn’t influence the online sales as much as hoped for.
|Primary Influence on Website Visit|
|Familiarity with brand||46%|
|Search engine result||13%|
|TV, Newspaper, Radio or Magazine Ads||8%|
|Interaction on Social Network||3%|
|Shopping Comparison Website||2%|
|Blogs or Discussion Forums||1%|
|Product Review Website||1%|
When asked how the customers wanted to hear from retailers the traditional channels win again. A surprisingly high number (20 per cent) doesn’t want to hear from us at all - the rest are quite clear on how we are to contact them. Again Social Media is not among the most preferred. Only 2 per cent in the UK and 8 per cent in the US prefer Social Media such as Facebook, Twitter or Linkedin. Again e-mail marketing is most preferred with 62 per cent in the UK and 64 per cent in the US. Social Media is like all other channels important but, at the moment, not as important as we might have expected it to be.
Download the complete survey by Foresee.