Jordan Elkind says, “Despite much of the hype around social media “Buy” buttons and shoppable links, social channels such as Facebook, Twitter, Instagram and Pinterest continue to drive only a small portion of online retail sales.

In fact, according to the Custora E-commerce Pulse Holidata Report (Disclosure: Custora is my employer), less than two percent of e-commerce sales this past holiday season were attributed to social media.

While many other marketing channels saw significant year-over-year growth, the percentage of orders from social media actually decreased from last year.

The bottom line is that when it comes to driving sales, marketers have yet to unlock the formula to produce real results from social. While the jury may still be out on whether social media will live up to its hype, the following are some best practices for marketers looking to optimize their return on social media”.

Making The Most Of Social Media, Even When It’s Not Driving Sales

Marketing Land

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