Monday, February 7, 2011

Do Social Media Results Justify Investment?

ForeSee Results, a provider of technology-driven customer satisfaction analytics, released its annual report on the state of social media effectiveness for retailers in the United States. The report shows that social media interactions are a primary influence for only about 5% of visitors to retail websites. The research indicates that, in fact, more traditional marketing techniques like promotional emails, search engine results, and even advertising influence far more visits to retail websites.

Other highlights of the report include:

-- Traditional marketing techniques like promotional emails influence not only more traffic; they deliver better-quality traffic. Some of the most satisfied site visitors arrived at the site because of previous familiarity with a brand, promotional emails, word-of-mouth, and product review websites.

-- Most customers are eager to engage with retailers, but prefer to do so via email or on retail websites, rather than on social sites. In fact, only 8% of online shoppers said that’s social media was their preferred way to interact with a retailer.

-- People are more satisfied with retailers’ presence on Facebook than they are with Facebook itself.

More information on social media can be found at

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