Gallup Poll says Social Media Fails Early Marketing Hype

It may be too soon to mourn the death of social media.

Is it too soon to announce the death of social media and marketing? According to the June 23, 2014 Wall Street Journal article, “Social Media Fail to Live Up to Early Marketing Hype”  a Gallup survey of 18,525 US adults from December 2012 to January 2013 reveals that social media had no influence at all on purchasing decisions.

So what did those polled answer for using social media?

94% connect with friends and family

29% follow trends/find product reviews and information

20% comment on what’s hot or new/to write reviews of products

What is the influence of social media on purchasing decisions?

62% revealed no influence at all

30% had some influence

5% had a great deal of influence

3% did not know

The article reveals some of the social media strategies behind well known brands:

” In May 2013 Ritz-Carlton Hotel Co. bought ads to promote its brand page on Facebook but after a few days the campaign was halted  due to gaining too many fans too fast. Today it has almost a half a million Facebook fans and spends time analyzing social media conversations to see what guests like and don’t like. Many companies now stress quality over quantity. Twitter says companies can have big followings as well as meaningful conversations with users. “Engagement is key and is something that can in turn further grow your audience says Ross Hoffman, Twitter’s director of brand strategy. “The onus of good content is on the marketer, and we are working with brands and agencies to hone this skill.”

In 2013 U.S. companies spent $5.1 billion on social media advertising and in a 2013 study Nielsen found that global consumers trusted ads on television, print, radio, billboards and movie trailers more than social media ads.

Check back June 2015 and I bet the Gallup poll will be different.

What do you think about the Gallup poll and social media marketing hype?

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