Look, nobody ever said social media was supposed to drive traffic to ecommerce sites. But that hasn't stopped people from expecting it to, and looking to see if it does. The latest monetate Ecommerce Quarterly (register here to download it for free) says,
"...social media is not a significant source of direct traffic to ecommerce websites or purchase conversions from those destinations. Representing just 1.55% of all traffic, and a conversion rate of less than three-quarters of one percent (.71%), “social commerce” is a unicorn, at least in terms of last-touch attribution."
In the report, Jay Baer, president of social media and content marketing consultancy Convince and Convert, adds, "Social media are inherently additive pieces of the conversion funnel, rather than causative." In other words, marketers should not expect social media to send traffic directly to e-commerce sites. Read more discussion by Susan Kuchinskas at ClickZ: "Social Media a Meh for E-Commerce Traffic." --Bill Paarlberg, editor