Social media is for brands

To some surprise and consternation, social media is not showing up as a significant driver of sale conversions.

Twitter, in fact, has apparently clocked in a particularly dismal 0.00% conversion rate. Nonetheless, in survey after survey, consumers indicate social media as influencing their purchasing decisions. In order to understand the discrepancy we need to recall another medium that is commonly used for advertising that is highly effective in influencing decisions but not at all in driving sales: outdoor. In fact, the more mature social media marketing is growing the more it resembles outdoor advertising in its impact.