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  1. Not at all surprised by the low level of attribution to social media.
    We, as part of the British Population Survey, have been monitoring the influence that social media has on choice of brand and/or retailer for some time and it is consistently in single figure percentages.
    Basically we look at 20+ different influences to purchase every month, social media ranks in the bottom third and is not showing any kind of upward trend (brands that people follow on social media ranks even lower).
    This seems to fit in with the Forester stats and does suggest that social is probably more of an awareness medium which can stimulate people to do further research. Not a bad thing but organisations need to be wary of creating ‘social media strategies’ and having too many ‘social media experts’ divorced from the rest of the marketing activity.

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