Oh sure, everyone wants to be online these days and noticed on the social channels but what’s the point if you’re not examining your digital strategy – purpose or just SoMe?
What are you trying to accomplish? What are your goals? What’s your objective? Are you hanging out on the social media networks just for your own sake? Is it all just so you?
There are not right or wrong answers, not really. It’s okay to be just SoMe online, if that rocks your boat. But if you’re a business or an organization or institution, is it enough just to get noticed?
There are as many different reasons, different goals, different objects to accomplish online as there are social channels (well, okay, almost) and all are valid. Maybe some are better than others. But all are valid.
Maybe you want to grow your organization, increase its numbers. Maybe you want to sell tickets to events. Maybe you want a lot of people to buy your book.
Sales is among the biggies when it comes to online objectives for a comprehensive digital strategy.
Shopify, the Canadian online sales software company, recently analyzed 37 million social network engagements which led directly to 529,000 direct online orders or purchases.
What they found (might surprise you):
- Facebook dominates as a source of social traffic and sales. Nearly two thirds of all social media visits to Shopify stores come from Facebook. Plus, an average of 85% of all orders from social media come from Facebook.
- Orders from Reddit increased 152% in 2013.
- Perhaps most interesting and surprising was community style site Polyvore which is generating the highest average order value ahead of Facebook, Pinterest and Twitter. Also noteworthly in this category is Instagram which is also generating higher average orders than those same sites. This is especially impressive considering the only clickable links in Instagram are those in profile bio’s.
- Facebook has the highest conversion rate for all social media ecommerce traffic at 1.85%
Shopify is heavy into Facebook so, thinking it through further, we might understand the strong FB indicators. But, still, stats are stats. Thanks, Shopify, for letting us borrow your infographic, which tells the rest of the story: