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S OCIAL M EDIA R ESULTS Why all the interest in social media? Is it a powerful part of the marketing equation or a complete waste of time? This year we asked a number of questions to get to the bottom line: Is social media generating a positive influence on sales? The data seems to indicate social media is having a positive impact on the lead generation process. While 28% of the companies in the study were not measuring any type of results, among those who were, we see social media contributing to both web traffic and sales results. Almost half of the companies in the study indicated at least 10% of their web traffic comes from social media activities. While traffic is good, the bottom line is conversion. 23% of companies indicated at least 10% of their sales were generated from social media. In traditional marketing, not every prospect becomes a customer. The same is true for social media, so we are not surprised that the sales success percentage is lower than the traffic performance.
Few Companies Track ROI
While many business owners indicated a loose set of tracking metrics, only 33% said they actually tracked the ROI of their social media, comparing the investment they are making in time and resources against the return. This was one place where gender seemed to dramatically impact responses: 40% of women indicated they track ROI. In contrast only 31% of men are keeping an eye on their social media results.
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