Branding Brand weighs in on Wednesday morning this week on TechCrunch on mobile conversation rates through social media, and the results are a bit grim.
"Social media, as a whole, was responsible for less than 1% of the total visits to the retailers' mobile sites, Branding Brand found, with Facebook providing the majority of the referral traffic. Facebook sent the clients 95.1% of the social media-driven mobile visits, Pinterest sent 4.88% and Twitter 0.2%."
The online consumer is savvier than you think. They no longer just want to interact with the brand, they want value, they want experience and they still need to understand many products better than social media can provide, before making a purchase. This may be why mobile conversion rates are not as high as we would have predicted them to be. Even in the age of social media, a sales team still holds a lot of value.
Social media is a great marketing tool, don't get us wrong. We use it everyday, we use it to share, connect and learn. That being said, we know very well that social media is not necessarily a sales tool. It is a great way to interact with the brand from a customer point of view; and a great way to interact with the customer for important feedback. But, as a sales tool this is the extent to social media:
This being said, social media is a very powerful broadcast medium. Use it to share, learn and connect; do not mistake it as a sales platform directly to consumers.
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