Social Media: Does it Influence Purchasing Decisions?

Great post from one of my favorite bloggers, Ron Shevlin – sign up for his blog if you want to read very candid and on-target thoughts on marketing topics.  In this post, titled  Rethinking Social Media, he comments on the findings of Gallup’s State of the American Consumer report on the impact of social media on purchase decisions, and as an influencer, how social media stacks up against other media options.

Interesting stats on social media – such as according to the Harvard Business Review blog on the study,  “62% of U.S. adults who use social media say that these sites have absolutely no influence on their purchasing decisions.”  And surprisingly 48% of Millennials stated that their purchasing decisions were not at all influenced by social media.

 In fact, the HBR blogger goes on to say “When compared with more traditional forms of social networking, social media initiatives may actually be the least effective method for influencing consumers’ buying decisions.”

The linked report and blogs offer interesting food for thought on social media and how to build your strategy to make the most of it.  Enjoy.



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