Social media has little direct impact on Website traffic, according to a new report released today from ForeSee Results, reports WebPro News. Only one percent of site visitors come from a social media URL, with 18% of site visitors reporting being influenced by social media to visit a Website.
These numbers represent averages, with individual companies showing a wide range of direct and indirect influence. “What this tells us is that traditional clickstream metrics don’t give us a full picture of what value social media efforts are bringing to our business,” said Larry Freed, President and CEO of ForeSee Results.
However, the Social Media Value Benchmark also shows that people who are influenced by social media have a higher average order size, higher customer satisfaction, and higher loyalty than those who aren’t influenced by social media.