L2 Digital Digest, 12/11/12
How do retailers make money from social media? The answer, according to the 2012 Social Commerce IQ Study released by 8thBridge, is definitely not in the brands’ own social network pages. The report found that less than 2.5% of retailers’ traffic is driven from Facebook, and that figure falls to 0.13% for Pinterest, and 0.07% for Twitter. Instead, the key may be to integrate social functionalities directly into the brand’s own e-commerce site and encourage their customers to be the ones sharing the products. “Simply posting to brand pages does not generate enough interaction to provide a valuable return,” says John Kubo, chief product officer at 8thBridge.