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By now you might have seen the Gallup Poll report on The Myth of Social Media that’s just been published. With 72% of adults in the US on some form of social media, it makes sense that they’d be doing the surveys to assess what is going on. Here are some interesting numbers from their survey:

  • 94% of social media users are connecting with friends and family
  • 20% are reviewing a product or commenting on it
  • 5% of those surveyed say social media affects their purchase decisions
  • 62% say it has no influence at all

These numbers are a bit scary to the companies who are investing in social media marketing strategies. According to BIA/Kelsey, that investment was $5.1 billion in the US during the past year. By 2018, the combined expenditure on social media advertising is expected to get close to $15 billion. That’s a lot of ads to be ignored on Facebook.

Why Do We Invest In Social Media If People Ignore The Ads?

The report ends in this statement by Gallup:

“The potential of social media is still being debated. Companies are going to have to experiment to figure out what works best with their customers. The process may involve a lot of trial and error, but there is potential in social media that is not directly related to sales revenue. Companies have an opportunity to build communities with their customers in ways they could not before. But to get there, they must first engage their customers through other channels. Regardless of the hype surrounding social media, consumers are still most affected by their offline experiences.”

Basically, the strength of social media platforms is the conversation and engagement. This is not as easy to measure as a click-through rate, but it is much stronger because it is relationship. Social media provides a way to interact with your customers, providing content they share because it is helpful or interesting. As they share, more people are introduced to your company. It’s the word-of-mouth marketing campaign amplified with technology, and it has always been the best way for a business to be known.

Your social media marketing is part of the entire package you offer your customers, and that’s not a myth. It’s reality.

You’ll find more about social media optimization at http://www.reciprocalconsulting.com/social-media-optimization-SMO.php.

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