How To Make The Most Of Social Media: Alexandra Samuel In Forbes
“One of the more surprising findings in this whole research for me,” Samuel tells Forbes, “was to see how significant in-store purchasing is. This is one of those really not intuitive findings.” The report found: "Social media drives not just online purchasing, but in-store purchasing as well–and at about equal rates," In fact, there are roughly 41 percent of consumers in the U.S. and U.K. that find an item through social and go to the physical store to pick it up. This is known as "reverse showrooming." From Social To Sale provides retailers with the facts about how social media is working for them, and, how to engineer their marketing to capitalize on these trends.
Here are some tips Samuel shares with Forbes on how to make the most of your own social media research:
- Focus on the consumer's most recent purchase. This keeps the data timely, and, often yields more accurate results.
- Don't forget about the impact of ex ante signalling. If a customer tweeted about your product shortly before purchasing it, try to figure out what it was about that tweet that prompted to an eventual sale.
- The length of time a user has been on a certain social platform will change the results. Someone that's been using Pinterest for a year will have different habits than someone who just joined. This can impact how they make purchases, so keep this in mind.
- Research can go stale quickly so be prepared to update it regularly. “If your product is skewed young or if it has a high frequency of purchasing, like the recording industry, I would look seriously doing a study every quarter [for example],” Samuel advises.