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How important is social media in driving direct website traffic?

There’s no question social media is critically important in the travel-consideration and purchase process (think: TripAdvisor). But how important is social media in driving direct website traffic? According to two recent studies, less than 2% of ecommerce visits are driven by social media referrers. While search still drives more than 30%. Makes sense if you think about it… consumers use search to find stuff to buy and they use social media to…socialize. So while everyone is busy ramping their social efforts… we all need to remember that search still dwarfs social as a tangible business driver.

Numbers 4 NinjasThere’s no question social media is critically important in the travel-consideration and purchase process (think: TripAdvisor). But how important is social media in driving direct website traffic? According to two recent studies, less than 2% of ecommerce visits are driven by social media referrers. While search still drives more than 30%.

Makes sense if you think about it… consumers use search to find stuff to buy and they use social media to…socialize. So while everyone is busy ramping their social efforts… we all need to remember that search still dwarfs social as a tangible business driver.

2 thoughts on “How important is social media in driving direct website traffic?

  1. An important reminder to travel marketers that are chasing social media at the expense of more effective search and email marketing. Of course social media has a tremendous reach and consumers are relying on word of mouth recommendations more and more each year. It is just a matter of balancing limited time and budget, especially for independent hotels and tour operators. For destination marketers specifically, social media can be an excellent way to increase awareness and convince people where to visit next.

    -Scott, BookingCounts – Get More Bookings Now (and Later) with the Book Later Button for Travel Email Remarketing.

    1. Great comment, Scott! There certainly is no disputing the power of social media for brand recognition and brand advocacy. But you’re absolutely right when it comes to independent hotels and folks who simply can’t afford the time and fund commitment to engage and grow a fan base without proven ROI. Concentrate first on what is manageable, what is proven and what is trackable. Thanks for sharing! I would love to hear your thoughts on a new product of ours called Symphony.

      -Thomas

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