Social Influence

Ann-Marie Vazzano

While consumers don’t necessarily use social media to make purchases, it can create buzz and be influential in encouraging them to buy. Retailers who realize that have the most to gain from their social media efforts. According to “Social Commerce: Influencing Shoppers and Assisting Sales,” a new report from eMarketer, the most effective social media marketers are engaging consumers via social media, as well as through their own websites, incorporating Facebook “like” buttons, Twitter “tweet” buttons and Pinterest “pin it” buttons on product pages.

Despite Pinterest being a relative newbie in the social media world, retailers have quickly realized the value of its influence. This past year, Pinterest buttons overtook Facebook and Twitter buttons on product pages for the first time ever, with 62% of companies using the “pin it” button compared to 61% using the “tweet” button and just 59% using the Facebook “like” button on product pages. Google Plus came in fourth at 42%.

The study also surveyed consumers and found that 11% of respondents pin a product on Pinterest monthly and the same percentage pins something weekly. Facebook garners more product shares at 13% monthly and 12% weekly. GP