Social Drives Little Traffic to Retailer Sites During Holidays

Not sure what to make of this.

On one hand it sounds like a problem when a study by Adobe shows that online 2% of website traffic for the past holiday season can be attributed to social media.

On the other hand, that doesn’t mean that social isn’t influencing purchasers by any stretch of the imagination. Here are the numbers.


Social’s impact is measurable but there is still a bit of the soft measurement of impact and influence that doesn’t really come out in analytics just yet. This kind of research will give plenty of ammo to the ‘anti-social’ crowd but that’s only if they look at the surface.

What are your impressions of this kind of finding? Does it ring true? Is it misleading? Is it just part of the story?