Dull feeling or scientific proof?
In the case of social media, the ghosts are still divorced: for some, it is a time-consuming gimmick and a lot of hot air, for the others the marketing and communication tool of the future.
The press release, which I got this morning, did at least as if the last, for many social media enthusiasts only a dull feeling, can now be scientifically proven.
Data for the first time at people level?
So far there has been no data on the person level, which linked the activity of a customer on the pages of a company in the social media with the buying behavior of this customer.
I do not doubt that such data have yet been collected - but perhaps I am only confused by the sheer unmanageable mass of social media studies.
"Now there is evidence that customers using social networks become one Company Keeping contact, generating more revenue than other customers ", was then Dr. Ashish Kumar, assistant professor of marketing at Aalto University quotes.
He continued: "Our study has shown that engaging in social media strengthens the bond between the customer and the company. Customers who use a social media site spend 5,6% more money and visit the business about 5% more often than other customers. "
Breakthrough or tired smile?
Well, this is after all a great news, whole 5,6% sales increase! However, I'm not sure if this 5,6% will trigger any company that is currently not active in social media behind the stove.
Or if the 5,6% does not make for a tired smile with the skeptics, according to the motto: "We have always known ..."
How were the data collected?
This study was published in a special issue on Social Media and Business Transformation in the journal Information Systems Research and can be found here http://dx.doi.org/10.1287/isre.1120.0460 - and only for a fee.
Unfortunately, there is no information about the data set of the study, ie the number of participants surveyed. It is not at all clear how the data was measured at all. But that would be necessary to be able to classify the meaningfulness of these numbers correctly BEFORE you buy the study.
Clicks or indirect success measurement?
For example, were the clicks counted? And perhaps the indirect commitment rate, that is, those who are informed themselves in social media, but then did not click the same, but rather buy something later, somehow raised?
Because in my opinion, the poorly possible measurability of such "laggards" is the big problem in social media marketing because it can only be captured "emotionally" - and therefore social media is suspicious of many marketing managers.
After all, there are other contact information:
The study was conducted by Ashish Kumar (Aalto University) in collaboration with Rishika Rishika and Ramkumar Janakiraman (Texas AundM University) and Ram Bezawada (University at Buffalo, New York).
Dr. Ashish Kumar, Assistant Professor of Marketing Aalto University, School of Business firstname.lastname@example.org Tel. +358 50 4311813
Johanna Lassy Aalto University Communications email@example.com Tel. + 358-50-590 7207
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