Is social marketing mostly hype?

05/20/2009 | MediaPost Communications

Though social media is having a profound effect on how people connect, it's unlikely to become much of a marketing medium, Knowledge Networks analysts argue. Less than 5% of users use these networks for guidance on buying decisions, and only 16% say they're more likely to buy from a site that advertises on those networks. "The influence of social media isn't at the bottom of the list, but it is somewhere in the long tail of marketing -- about the same as print ads," said a report author.

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