≡ Menu

Is Data Showing That Social Does Not Convert in B2C Markets Correct?

Back in April, I wrote about a Conductor study that showed that in B2C, social was the worst converting marketing channel with a 1% conversion rate. Organic search at 18%, by the way, was the highest converting channel.

Another study, by Gallup, shows that 62% of U.S. adults say that social media has no influence on their purchasing decisions. Another 30% say social media has “some influence,” while only 5% says it has a “great influence.”


Gallup stuck the knife in even further when it said that

“research showed that consumers are much more likely to turn to friends, family members, and experts when seeking advice about companies, brands, products, or services. Company-sponsored Facebook pages and Twitter feeds have almost no persuasive power.”


But what does this really mean? If Facebook and Twitter feeds are simply one-way channels, then seeing a positive ROI using social is going to be extremely difficult.

In response—when it comes to social media, companies and brands should be:

  • Authentic
  • Responsive
  • Compelling

Being Authentic

Authenticity entails being real and honest to yourself and your consumers. Don’t try to latch onto every big news story thinking it will result in another Oreo SuperBowl moment.


It rarely will. Instead, focus on what is important to you and your customers. Focus on the truth of your business.

Being Responsive

Being responsive means what it says. Respond to your customers on Facebook and Twitter. Listen to what your customers are saying, and show them that you are listening by answering questions promptly and thoroughly.

Being Compelling

Give someone a reason to follow you on social media. Post content and tweet about interesting things. Not every message has to be a sales pitch.

Will being authentic, responsive, and compelling on social media work? Yes. We know that using social media to sell to consumers is both possible and profitable as we have sold over $100,000 of tickets to sports fans around the world via social media. Consumers will buy from you as a result of social media, but in order to keep them coming back every day, you will have to be authentic, responsive, and interesting.

Contact us today about setting up a social media strategy that works for your business.