Earlier this year, Avinash Kaushik, a very highly respected analytics expert, offered his thoughts on the influence of social media advertising on consumer purchase decisions. He highlighted a Gallup poll in a recent Wall Street Journal article which stated that despite business interest in social media, many consumers are not influenced by social media advertising.
Does this mean that Twitter, which has been adding advertising to its platform, is heading in the wrong direction? No, not really. Avinash points out that companies who advertise on social media have got be social or have an offering that lends to being social. Food provides great examples - see how Coke and Oreo have been influential in these Zimana posts,
Coke's Refeshing Omnichannel Approach (Coke) and
Tips to Create Positive Twitterdrops (Oreo).
But in the meantime, read this Facebook post from Avinash and see if you feel the same about understanding the social quality of your business with respect to social media advertising. Join the conversation at his Facebook page.
