Success of social media: 5 percent more sales? {Trend! Study}

A study from Aalto University, the University at Buffalo and Texas AundM University celebrates the scientific evidence that social media binds to the higher Companys and leads to higher sales. Finally the breakthrough for social media Marketing? Hardly likely!

Dull feeling or scientific proof?

When it comes to social media, opinions are still divided: For some it's time-consuming frippery and a lot of hot air, for others it's THE marketing and communication tool 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?

The books on the subject (advertising)

So far, it says, there has not been any personal-level data showing the activity of a customers on a company's social media pages linked to that customer's buying behavior.

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.

Social Media brings 5% more sales?

”Now there is evidence that customers who connect to a business through social media Contact hold, more Turnover generate than other customers”, was then Dr. Ashish Kumar, assistantprofessor for Marketing at Aalto University.

And further: "Our study has shown that Commitment in social media the bond between the customer and the Company strengthens. Customers who use a company's social media pages give 5,6% more Money out and visit Shop about 5% more often than other customers.”

Breakthrough or tired smile?

Discounts for your success (advertising)!

Well, that's great news, a whopping 5,6% increase in sales! I am however not for surewhether that 5,6% will lure any company not currently active on social media out from behind the stove.

Or whether the 5,6% would not make the skeptics smile tired after the motto: "We always knew ..."

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 accessed here http://dx.doi.org/10.1287/isre.1120.0460 - and only for a fee.

Unfortunately, there is no information about the study data set, i.e. the number of participants surveyed. It is not at all clearhow the data was measured in the first place. But that would be necessary in order to be able to classify the informative value 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 difficult measurability of such “latecomers” is the big one Problem in social media marketing, because it can only be grasped "emotionally" - and therefore social media is suspect to many marketing managers.

Additional information

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).

Contact:

Dr. Ashish Kumar, assistantprofessor for marketing
aaltoUniversity, School of Business
ashish.kumar@aalto.fi
Tel. +358 50 4311813

Johanna Lassie
Aalto University Communications
johanna.lassy@aalto.fi
Tel. + 358-50-590 7207

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