Undoubtably social media is changing what many marketers do and where the advertising dollars are placed, but new figures produced by respected pollsters, Gallup suggest it might be money badly spent. The Gallup report cites some pretty spectacular figures which are tempting advertisers to put their brand message in front of this huge demographic. Just look at the numbers.
On a daily basis:-
- Facebook users post 4.75 billion items of content
- Twitter users send 400 million tweets
- Instagram users 'like' 1.2 billion photos
- YouTube users watch 4 billion videos
Compelling numbers indeed. According to Gallup "72% of U.S. adults use these channels, with the majority using them several times a day." But when asked about the influence of social media on their buying decisions "62% said they had no influence at all. Even among millennials (those born after 1980), whom companies think of as the core social media audience, 48% said these sites were not a factor in their decision-making."
The Myth of Social Media report goes on to say, "And while many companies correlate the number of fans and followers with their social media success, Gallup also finds thees metrics can be misleading. Of the consumers reported "liking" or following a company 34% still said that social media had no influence on their purchase behaviour, while 53% said they only had some influence."
Worse still is the the punch line, " When compared with more traditional forms of social networking, social media initiatives may actually be the least effective method for influencing consumers' buying intentions,"
.. there's more, take a look.
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