Social Media a "Backwater" Sales Channel?

Interesting choice of words.

A recent study of Social Media's impact on Retail Sales by PwC called its impact on generating purchases "a backwater sales channel, if you can call it a sales channel at all.”

Could somebody explain to me why a communication channel that was never designed to be a sales channel is expected to perform in such a manner?

If you think that Social Media was developed so you could sell more product, you've obviously not been paying attention.

Social is about one thing...and one thing only: The ability to connect.

What happens next is up to whether you think it's a sales channel...or a relationship opportunity.

Comments

[MA]

Amen. Preach it!