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Though Cyber Monday sales were strong, social media didn't have much to do with it, if Adobe's...

Though Cyber Monday sales were strong, social media didn't have much to do with it, if Adobe's figures are right. The company estimates only 2% of visits to online retailers yesterday came via social media referrals. Facebook (FB) clearly has some work to do if it wants to live up to hopes it will eventually become a major source of e-commerce referral activity. On the other hand, Adobe believes 22% of purchases were made via mobile devices (up 100% Y/Y). (previous)
Comments (10)
  • I can believe it is under 2%. Our own companys' experience with some advertising testing showed that social media to be the least effective.
    27 Nov 2012, 10:28 AM Reply Like
  • So, just another epic FAIL for Facebook? No surprise there.
    27 Nov 2012, 10:32 AM Reply Like
  • 10 billion in cash, 50 billion valuation, 1 billion MAUs, and one of the most amazing growth stories in the history of modern technology and the best you can come up with is another epic FAIL? I wonder if you apply the same measures of success to yourself, davidingeorgia.
    27 Nov 2012, 12:16 PM Reply Like
  • I ask myself: if I want to shop on line, is FB my first choice?


    The answer is an epic NO! In fact, it's not even an option I'd consider...
    27 Nov 2012, 10:35 AM Reply Like
  • FB and similar are not anything close to an ideal place to advertise. People don't go there for that, and even if the pages are flooded with ads, they are largely ignored.


    I think the only time I have ever clicked on a FB ad is because I wondered WTH is it bombarding me with singles ads.
    27 Nov 2012, 12:42 PM Reply Like
  • FB will tout ever newer ways of "monetizing" its user base (none of which were mentioned six months ago when the company went public) until the insiders and employees can sell out to the gullible retail investors. People who believe the hype, deserve to hold the stock long.
    27 Nov 2012, 12:41 PM Reply Like
  • One element that should be considered in terms of social media is that it is more of a conversation starter than a closer. This data refers to the closers. The data shows that social referrals overall doubled (from really small to still really small) and points out the bright spot in Pinterest. Adobe also published a document detailing different attribution methods showing how first click is a better viewpoint for social:
    27 Nov 2012, 01:59 PM Reply Like
    27 Nov 2012, 06:09 PM Reply Like
  • People, Facebook just STARTED its e-commerce venture, and it's a GIFTING service, not an online store! Of course it won't contribute much to black Friday sales, it's not supposed to! What it will contribute to in the future are small gifts and gestures for special occasions, birthdays of friends, Christmas etc. Maybe you should try and understand what Facebook is doing before sharing your insignificant contributions with the world.
    28 Nov 2012, 02:53 AM Reply Like
  • So we have two new posters on this thread, and both are FB enthusiasts! Should we read something into this?
    28 Nov 2012, 04:39 AM Reply Like
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