GALLUP – Americans Say Social Media Has Little Sway on Purchases

Oh oh! It’s time to go back to traditional media advertising! Right, right?

Gallup surveyed more than 18,000 American adults in December 2012 and January 2013 for the poll you see below.

A clear majority of Americans say social media have no effect at all on their purchasing decisions. Although many companies run aggressive marketing campaigns on social media, 62% in the U.S. say Facebook and Twitter, among other sites, do not have any influence on their decisions to purchase products.

Influence of Social Media On Americans Purchasing Decisions

Or maybe, just maybe, a large percentage of those who say that social media has “no influence at all” don’t realize when they’re being influenced by their friends and family.

We know that the actual ads aren’t working all that well, that’s no secret.

Facebook users hate the ads, we use scripts and blockers to remove them. Most of us – a whopping 94% – use social media primarily to connect with friends and family. We don’t want your stinking ads, we want to know how Grannies hemorrhoid surgery went and if the doctors will let her take one home in a jar. Oh, and pics or it didn’t happen!

Was that $5.1 Billion spent on social media advertising in 2013 wasted? Well, not ALL of it was wasted. Those brands and companies that were telling stories and creating content that people wanted to engage with and talk about – they most definitely were not wasting their money.

Those brands hammering out the same old drone of “buy this, buy this”…. Yeah, they were wasting their money.

WOM (word of mouth) is and always will be the most trusted medium that makes or breaks a brand, and the beauty of it is that most of the time people don’t realize they’re being marketed to or acting as an evangelist.

Those jeans your friend was raving about at work, and  you bought two pairs of! How do you think she found out about them in the first place? Someone else was raving about them on her Facebook stream.

U.S. companies spent a combined $5.1 billion on social media advertising in 2013, and they obviously believe that this presents them with a return on investment. However, a solid majority of American adults say that social media have no influence at all on their purchasing decisions — suggesting that the advertising may be reaching smaller segments of the market, or that the influence on consumers is indirect or goes unnoticed.

In the State of the American Consumer report, Gallup reveals that consumers who engage with brands often do so when they are already attached to a product or service. Companies that engage their customers — by providing exceptional service and a pleasurable in-store experience — will, in turn, drive those customers to interact with them on social media. Simply promoting products and services on Facebook or Twitter is unlikely to lead to sales.

The key to reaching new customers and growing your brand via social media – give people something to talk about.

Spend wisely!