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Social Media Produces Little Buy For Advertising Buck

The good news about social media is that it connects brands to vast electronic networks of consumers who can “like” their product, tweet it out and then pin images of themselves using it. For years Internet marketing gurus have pushed social marketing as the next big thing, the new millennials advertising disruption that would change the face of how people buy.

If only the people would buy anything, which unfortunately has not been the out come of the era of social marketing. It is easy to get people to like a brand, it is fairly easy (if expensive) to develop a list of hundreds of thousands of Facebook friends and Facebook followers—but sadly those social media fans just aren’t buying or getting other people to buy.

According to a poll of almost 20K American consumers by Gallup in late 2012, nearly 62 percent report that social media has absolutely no effect on their buying habits, as opposed to the 5 percent who report it having a strong influence. As reported by the Wall Street Journal, the data indicates that consumers just aren’t using social media the way marketers want them to.

“Fans and follower counts are over. Now it’s about what is social doing for you and real business objectives,” says Jan Rezab, chief executive of Socialbakers AS, a social-media metrics company based in Prague, reports The Journal.

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