I was browsing adweek recently and saw a headline that caught my attention. Social Traffic Worth Less to Publishers Than Search: Study claims search links bring more engaged visitors.
Honestly, I'm glad a group has taken the time to do a study on the accuracy of social media marketing. The article states that only eleven percent of personal website traffic is generated by social media, opposed to forty one percent generated by searches and direct visits. The organization who conducted the study, Outbrain, also found that the visitors from the social networks stay on companies web pages for less time than that of direct web traffic.
I find that the only reason social trafficking works at all is because of boredom. Most people surfing around on Facebook and Twitter are looking to waste some time and are probably not legitimately interested in your company, even if they love your product. (The article also suggests that these numbers are a bit skewed, depending on the product or service. For example, sports sites have less than five percent of their traffic come from social media.)
I am just happy to hear that social media isn't the final marketing frontier. I am personally pretty sick of coming up with the same ideas for sites like Facebook and Twitter. I think social media, at this point to our generation is getting a bit old. I am very ready to find another way of communicating a brand's personality to the consumer.
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