Share on facebook
Share on twitter
Share on linkedin
Share on email

The Importance of Social Media in e-Commerce

The growth of social media in today’s day and age is astonishing to say the least. According to Hubspot, social media use in the United States has increased 356% in the last seven years. If that isn’t an impressive statistic, then I don’t know what is! Nielsen reported that nearly 70% of adults who partake in social media buy products or services digitally. Along with individuals, businesses have also hopped on the social media bandwagon, proving that customers can be obtained using these outlets as well. As of 2012, 52% of businesses had acquired a customer via Facebook and 44% had acquired a customer via Twitter (Hubspot). With the rapid growth of social media, these percentages will only increase.

Ecommerce InfoTrust


Alright, enough with the statistics.  While it seems as though social media is going to be around for a while, some companies are still unsure if social media is the right fit. This is why it’s crucial to identify achievable goals and objectives when implementing these outlets. In the world of e-commerce, a company’s primary goals for using social media typically are:

  1. To obtain and nurture leads
  2. To increase sales
  3. Increase brand’s digital presence, stay relevant

Unfortunately, integrating social media into a marketing campaign does not always directly increase sales. Then why use it? Well, there are a multitude of reasons. Being present on social networks, such as Facebook or Twitter, increases brand reputation and awareness as well as provides ways to directly communicate with consumers. Having a conversation with the customer is the best way to gain feedback and ideas regarding their wants and needs. Through comments, tweets, or “Likes”, a consumer can directly engage with the brand, generating a sense of loyalty (creating repeat customers!). The positive word of mouth created through these social outlets is also incredibly important. The majority of Americans state that reviews from family or friends affect their own decisions to use a product or service.

                           social commerce forrester resized 600

Once social media platforms are developed and running smoothly, it may be beneficial to place Share buttons for Twitter, Facebook, LinkedIn, G+, Pinterest, etc. directly onto the website for consumers to broadcast to their own followers. Not only does this encourage direct engagement, but it’s also free advertising with minimal effort. It’s a win-win! Providing promotions or exclusive offers that can only be claimed via a specific social media outlet is another great way to gain a strong following, as well as increase traffic to the website.

One important aspect to note: It is CRUCIAL that you monitor your social media on a daily basis. This will allow you to answer any questions fairly quickly in order to assure the consumer they are not being neglected. Also, it provides opportunity to clear up any misconceptions or negative feedback before potential consumers see it.

Social media is also a great portal in which display ads, or “online billboards”, can be placed. More and more ecommerce companies are utilizing remarketing in order to direct potential customers back to their site. Have you ever been on Facebook and seen the multitude of different ads running down the side of the page? It’s no coincidence that some of your favorite sites are advertised there. That’s remarketing!

If you’re still not convinced social media is right for you, here’s one last statistic… Socialnomics states that the number of Americans who follow brands via social media platforms have more than doubled in the last two years.

Want to learn how to track the success of your social media platforms? Check out Amin’s latest blog posts about Google Analytics Multi-Channel Tracking and Conversion Segments. AND you can attend our May event, “Tracking E-Commerce Success with Google Analytics”….shameless plug, I know 🙂 

 

                               


Register for our event here!


 

Article written by Jill Schmidt

Share on facebook
Facebook
Share on twitter
Twitter
Share on linkedin
LinkedIn
Share on email
Email

Other Articles You Will Enjoy

Small Changes, Big Impact: What You Need to Know from the 2021 CPG & Multi-Brand Digital Analytics Virtual Summit

Small Changes, Big Impact: What You Need to Know from the 2021 CPG & Multi-Brand Digital Analytics Virtual Summit

Amidst the ever-changing marketing landscape, it is crucial to have a durable strategy and response. During our recent virtual summit, we focused on MarTech…

I Just Connected Google Analytics to BigQuery—Now What?

I Just Connected Google Analytics to BigQuery—Now What?

Intro One of the key steps in an organization’s journey to greater digital analytics maturity is connecting its Google Analytics (GA) to BigQuery (BQ)….

Getting Started with BigQuery for Marketers

Getting Started with BigQuery for Marketers

Intro For many marketers, their first exposure to Google BigQuery (BQ) is through the integration with Google Analytics (GA). In addition to providing ownership…

Getting Started with Audience Targeting Using Google Analytics Data

Getting Started with Audience Targeting Using Google Analytics Data

Intro As a marketer with access to Google Analytics (GA), there are several ways to get value from analytics, e.g. you could focus on…

How to Get Started with Google Cloud for Marketing

How to Get Started with Google Cloud for Marketing

Chances are, you’re no stranger to the idea of using Google Cloud. There’s a lot of conversation about cloud capabilities’ promise for improving marketing….

Privacy-Centric Marketing Strategy: Steps to Take Before 2022

Privacy-Centric Marketing Strategy: Steps to Take Before 2022

The amount of information, proposed solutions, and recommendations being thrown around in response to the “cookieless future” is overwhelming. Between new identity solutions in…

Preparing for the 2021 Holiday Season with Predictive Analysis

Preparing for the 2021 Holiday Season with Predictive Analysis

For many of our B2C clients at InfoTrust, the holiday season can make or break their performance for the year. For this reason, it…

How Google Cloud’s Tools Can Help Solve Your Biggest Marketing Questions

How Google Cloud’s Tools Can Help Solve Your Biggest Marketing Questions

The phrase “the cloud” is everywhere in marketing these days, but there’s still a lot of mystery around what it actually means. When many…

InfoTrust NPS Ranking Continues to Increase: October 2021 Update

InfoTrust NPS Ranking Continues to Increase: October 2021 Update

According to fortune.com, “At least two-thirds of the Fortune 1000 use the Net Promoter Score, including most or all of the financial service companies,…

Get Your Assessment

  • This field is for validation purposes and should be left unchanged.

Talk To Us

Talk To Us

Receive Book Updates

Fill out this form to receive email announcements about Crawl, Walk, Run: Advancing Analytics Maturity with Google Marketing Platform. This includes pre-sale dates, official publishing dates, and more.

Our website uses cookies and may collect user information to provide a good experience. Read our Privacy Policy here.

Leave Us A Review

Leave a review and let us know how we’re doing. Only actual clients, please.