Social media is NOT a magical sales generator

One annoyed coffee-infused post coming up.

Shopping

IBM released a report showing that social network sites generated only 0.34% of sales during Black Friday (Twitter generated 0.00%), and people started to make a big deal about it, and labeling them a marketing failure. This shouldn’t come as a surprise to anybody since it is clear people don’t use social media for that purpose (not to mention that, out of the whole year, Black Friday and Cyber Monday are the two days people do the most research).

Putting aside how superficial that 0.34% is, it doesn’t mean that a brand’s presence on Facebook, Twitter or YouTube doesn’t have an effect on potential customers. They are very useful to present the brand, its products/services, connect, and start a back and forth with consumers. What it is NOT good for is posting such generic thing as “Get the new ______, now 20% off” and expect people to be amazed and persuaded by it. It can be very useful, but it’s not a magical marketing tool.

Social media is more interactive, versatile and dynamic than TV, print or radio, but they share functions as a marketing device: they are used to show your personality, your qualities, why you’re better than the competition, to be present in the mind of the consumer when debating what brand to go for.

For example, when it comes to on online purchases (even more so during Black Friday and Cyber Monday), savvy consumers are using different venues to look for good deals. They are visiting and following many websites that provide constant notification through social media about worthwhile deals or coupons. A successful long term social media strategy is one that will motivate the consumer to click on that notification when they see your brand.

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