As the amount of social media advertising on the internet continues to proliferate, so does the number of naysayers who claim that social media advertising has no effect on sales, and can even have a negative impact on a brand’s reputation. Some of these concerns were recently detailed in a Wall Street Journal article titled “Social Media Fail to Live Up to Early Marketing Hype.” The piece pointed to a Gallup poll stating that “consumers are highly adept at tuning out brand-related Facebook and Twitter content” and that “these channels do not motivate prospective customers to consider trying a brand or recommending a brand to others.”
This is completely inaccurate. Through our own studies with research companies such as Datalogix and LoudDoor, we have seen real-world sales impact after consumers are exposed to a brand on social media. These results have ranged from increased brand awareness and elevated brand perceptions to actual increases in in-store purchases. And we’re not the only ones seeing the impact. According to a survey of 2800 marketers conducted by Social Media Examiner, 92% of respondents indicated that their social media efforts have generated more exposure for their businesses, and 80% said that their social media efforts increased traffic.
