Why is Social Media Important? Because People Buy Stuff!

February 27, 2014 / by Vicky Zancanella

Social Media is importantNo really, people make purchases after talking about brands and products on social media. So, if you are a business owner, that’s the answer to your question “Why is social media important?”

Social Media is important because…

it could help increase your sales which helps your bottom line!

Prove it, you say? I don’t believe it, you say?

Recently, a marketing research study by the University of Massachusetts, Dartmouth revealed findings which highlight the importance of social media and the effect it has on consumers. The study focused on millennials and found that as they are liking, sharing, pinning, posting and tweeting …a large percentage are then buying the products they just shared.

Who are these “kids” you may ask? Well, these "kids" are those born after 1982 to around 2003. Many are still young and in school, but the older millennials are also in the workforce, buying homes, starting families and are raising kids. Most probably have spending money.

“It is estimated that Millennials will have a combined purchasing power of $2.45 trillion world wide by 2015. This buying will be carried out online and in stores. “

Social Media is important because…

these millennials are your current and potential customers! 

What exactly are these Millennials doing and what are their buying habits?

Well, according to the study, the three most popular social media platforms for Millenials are Facebook, Twitter, and Pinterest. They are interacting with brands by following them on these social media platforms, with Facebook having the highest rate at 62% of users following a brand.

To go along with this, more trends emerge as the study found that of those surveyed, 50% make purchases on their smart phones and 25% report using a tablet to make purchases. That is a big % of online shoppers using their mobile devices for making purchases. This isn’t just to read about the products, or view the product reviews, this percentage shows actual purchases.

Check it out:

Millenials Social Commerce Infographic

Social Media is important because…

millennials are interacting with brands online-

and your brand could be one of them!

Crazy to think about, but the brands and products these young people are sharing on social media really do influence what they do off of social media. Now can you start to imagine the answer to “Why is Social Media Important?”

Well, if you are in a business that likes to make a profit, your imagination could start running wild, so here are a few stats from the study put together by Emarketer.comthat may just spark your interest:

Social Media Industry Purchases


Depending what industry your brand is in, you can leverage social media as an important part of your internet marketing strategy. Reaching new potential customers on social media could have a big impact on your business. But knowing your target audience can help you focus your marketing even more.

A blog by talks a bit more in depth about the type of social media user that is likely to make purchases: 

According to January 2014 polling conducted by Harris Interactive for The Webby Awards, 68% of 18-to-34-year-old social media users surveyed were at least somewhat likely to make a purchase after seeing a friend’s post.

Dissimilarly, 78% of social media users 65 and older said they were not at all likely to make a purchase based on what they saw on their friends’ feeds. 

The study found that the majority of posts on social networks about new products and services came from women, especially those 44 and younger.

Social Media is important because...

it can help your brand focus on your target audience.

Last but not least, you may be thinking, “But I don’t have an ecommerce website and I don’t sell online. I need customers to walk into my store.”

According to the study, a large percentage of social media users make their purchases online as well as offline. The study noted  “All three platforms contribute to both online and in-store purchasing. Seventy-seven percent of Facebook users purchase both online and in-store as well as 66% of Twitter users and 63% of Pinterest users. When it comes to ecommerce conversions triggered by social media, both online and in-store retailers benefit.”

Social Media is important because...

it can bring customers into your brick and mortar store! 

Social Media is and will become more and more an important marketing platform to engage with your customers and potential customers. Millennials AND their habits are becoming more and more important to the success of your business!

Want to find out how you can leverage Social Media to promote your brand and increase your business? Want to talk a bit more about why social media is important as a part of your internet marketing strategy. We would love to chat so contact us today!

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Topics: Internet marketing, Social Media

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