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.