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.