MediaPost Publications Study: For Retail, Social Media Doesn’t Work 02/04/2011

on 2011, BlogFebruary 9th


http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=144256&nid=123399

Here’s the thing about the way (it looks like) this survey was set up – it was about social media driving traffic to a retailers website – not about driving traffic INTO the physical store, creating interest in PRODUCTS sold at that store, raising opinion about the retailer (ie Target vs. Walmart, etc.). We know WOM works – but if you are measuring it as e-commerce (ie click to buy) – then of course targeted e-mail is going to preform better…

Then of course the (generally dense) press – slaps a headline on it like this – and marketing VPs (who never got it before) read this and can dismiss social and keep moving….

FYI so you are prepared with positioning/counter arguments…

Study: For Retail, Social Media Doesn’t Work – 02/04/2011

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