Social media do not bring traffic to websites

The measurability of Social Media is a challenge for marketers that has yet to yield results. There is an abundance of words and considerations on how to understand if a marketing plan is successful. The latest research reveals that “social media” do not drive traffic to websites.

In a time where almost everything is measurable, here comes yet another report on social media and particularly on how social media impact the traffic of a website. According to a recent study by the research company ForeSee Results social media do not bring traffic to websites. Only one percent represents the average traffic coming from these referring sites, which however does not diminish the value of “Social Media.”

It has been said many times that Social Media are not measurable, and neither is the ROI (Return on Investment) so often used in marketing, applicable. However, there are some metrics to adopt to understand if the social media marketing plan is successful. Although only 1% of a website’s visitors come from social media platforms, 18% of users of these platforms have stated they are influenced by the content on social networks to visit a site. While at first glance the value seems very low, it is important to emphasize that these users are more likely to make a purchase when on the website. In other words, there is greater user loyalty compared to traffic coming from other places on the web (search engines, sponsored ads, etc.).

As often said and emphasized, users of social platforms are not the same users that come from search engines or at least not in the same measure. Their value is absolutely different. Some social network platforms, especially Facebook, are used as entertainment. This is the real reason why you cannot expect those who have decided to chat, even if only virtually, to book a hotel (for example). However, it is true that social media platforms increase the value of brand awareness meaning brand recognition. And it is along this path that one must insist and prepare a social media marketing plan that takes this aspect into account.

Returning to the research, as noted by Larry Freed, President and CEO of ForeSee Results, the indications coming from this survey are quite clear. The measurability of Social Media cannot be limited to mere clicks which in no way can give us their true value.

Pubblicato in Social Media