There's a Gallup Poll making the rounds causing quite a bit of stir in the social media community. There's someone else shouting "The sky is falling!! Social Media doesn't produce results!!"
My friend Sam Fiorella at Sensei Marketing nails it on the head - the survey's questions are written to get the wrong answer. "Does Social Media influence purchase decision?" - I would also expect a low percentage to a question written like that. It's a self serving question focused on the technology of social media, not on the personal connections with family and friends or the way they create influence.
There is another question in the very same survey: "Do you connect with your friends and family on Social Media?" 94% say yes. If you were to follow up that question with something like - "Do your friends and family influence your views on news, politics, and (...*gasp* here it comes...) brands and businesses?" Rutt Roh! I'll bet the percentage on that question would be equally high.
I strongly recommend you read Sam's interpretation of the Gallup Survey. It's focused on the fact that "People Influence People, Social Media Does Not Influence People." In other words - Why do you use social media? (“To connect with family and friends”) and those are the folk who can actually influence your decisions.
My friend Sam Fiorella at Sensei Marketing nails it on the head - the survey's questions are written to get the wrong answer. "Does Social Media influence purchase decision?" - I would also expect a low percentage to a question written like that. It's a self serving question focused on the technology of social media, not on the personal connections with family and friends or the way they create influence.
There is another question in the very same survey: "Do you connect with your friends and family on Social Media?" 94% say yes. If you were to follow up that question with something like - "Do your friends and family influence your views on news, politics, and (...*gasp* here it comes...) brands and businesses?" Rutt Roh! I'll bet the percentage on that question would be equally high.
I strongly recommend you read Sam's interpretation of the Gallup Survey. It's focused on the fact that "People Influence People, Social Media Does Not Influence People." In other words - Why do you use social media? (“To connect with family and friends”) and those are the folk who can actually influence your decisions.
