Social media does not drive traffic to websites

In a time when almost everything is measurable, here comes yet another report on social media and in particular on how social media impact website traffic. According to a recent study by the research company ForeSee Results social media does not bring traffic to websites. Only one percentage point indicates the average traffic coming from these referring sites, which however do not take away any value from “Social Media”.

It has been said many times that Social Media are not measurable and neither is ROI (Return on Investment) widely used in marketing, can be applied. However, there are some metrics to adopt to understand if the social media marketing plan is successful. Although only 1% of website visitors come from social media platforms, 18% of users of these platforms said they were influenced by the content on social networks to visit a site. If at first glance the value seems very low, it is important to underline how these users are more likely to make a purchase when they are on the website. Greater user loyalty, in short, compared to traffic coming from other places on the network (search engines, sponsored ads, etc.).

As has often been said and emphasized, users of social platforms are not the same users who come from search engines or at least not to the same extent. Their value is absolutely different. Some social networking platforms, especially Facebook, are used as entertainment. This is the real reason why you cannot expect someone who has decided to chat, even if only virtually, to book a hotel (for example). It is also true, however, that social media platforms increase the value of brand awareness or brand awareness. And it is on this path that we must insist and prepare a social media marketing plan that takes this aspect into account.

Returning to the research, as underlined by the same Larry Freed, President and CEO of ForeSee Results, the indications that come from this survey are quite clear. The measurability of Social Media cannot be relegated to the mere click that in no way can give us the true value.