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Social Media Has Little Impact On Website Traffic

Website traffic not driven by social media

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[ Social Media]

Social media has little direct impact on most website traffic, according to a new report released today from ForeSee Results.

Less than 1 percent of website visits, on average, come directly from a social media URL. The findings indicate that the direct impact of social media is minimal, but also that the true value of social media cannot be measured only by examining the traffic coming directly from a social media URL.

ForeSee-Results-Social-Medi
While only 1% of site visitors come from a social media URL, 18% of site visitors report being influenced by social media to visit a website. These numbers represent benchmark averages; individual companies show a wide range of direct and indirect influence.

 

“What this tells us is that traditional clickstream metrics don’t give us a full picture of what value social media efforts are bringing to our business,” said Larry Freed, President and CEO of ForeSee Results.

“Companies have long been able to count how many Facebook fans, how many Tweets, and how many people click through ads on social sites, but they haven’t had a way to calculate a tangible return on investment for social media efforts, not to mention other marketing initiatives. Now they can.”

By linking which visitors were influenced by social media with how much those visitors spent, companies are able to measure the direct impact of their social media marketing efforts on revenue and goes beyond traditional social media metrics such as referring URLs or counts of tweets and Facebook followers.

“The benchmark gives our clients a way to see whether their visitors are more or less influenced by social media than the average, which can provide a fresh perspective on directing social media investments,” said Freed.

The Social Media Value Benchmark also shows that people who are influenced by social media have a higher average order size, have higher customer satisfaction, and have higher loyalty than those who aren’t influenced by social media.

Social Media Has Little Impact On Website Traffic
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  • http://compstack.com Daniel Z

    Social media is a good way to raise brand awareness. We’re not even trying to convert sales on facebook anymore with exclusive social media coupons. As far as traffic, from personal experience, not that much.

  • http://www.socialmediaexaminer.com Michael A. Stelzner

    This finding is in direct contradiction to a new social media study released today by Social Media Examiner (of 3300 marketers):

    http://www.socialmediaexaminer.com/social-media-marketing-industry-report-2011/

  • http://www.reversestreetads.com Mike

    We utilize facebook, twitter, merchant circle, etc. to get people aware of our services. I like to share various articles of interest, humorous articles, videos etc. to show our followers that we’re not trying to smother them with a sales pitch just to get advertising out there.

  • http://www.searchengineoptimizationjournal.com Nick Stamoulis

    We cannot measure social media marketing success in the same way as other marketing efforts. While sites may not be seeing traffic being delivered from social networking sites, there are a lot of other benefits that we can quantify- brand recognition, consumer trust, online presence and more. Social media can affect a lot more than just traffic.

  • http://blog.vizzmedia.com Vizz Media

    The main idea behind Social Media Marketing is to get connected to our TG and then to create an engagement. Its not about driving traffic to your site. Its better to be present with your offerings, where everyone is available rather than inviting them to your own site.

    twitter.com/vizzmedia

  • http://www.thesocialfoodie.com Josh

    I’ve been working with a restaurant for awhile now and 20% of the traffic to their website comes from Twitter and Facebook. If you are engaging people on a consistent basis, social media can be a tremendous generator for traffic to your website!

  • http://www.caslon.net Marketing Services case study

    Actually its very interesting topic. Social Media is a good way to create engagement and raise brand awareness. We cannot evaluate the performance of Social media with the parameters like traffic, visits, tweets etc.
    There are a lot of other benefits that Social media can provide like quantify- brand recognition, consumer trust, online presence and more – Its performance must be evaluated when integrated with other services.

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