Cynthia Boris writes, “Under 1 Percent of Web Visits Comes from Social Media“. She’s reporting on a ForeSee survey of approximately 300,000 people that looks to examine social media ROI. While 18% of customers were influenced by social media, only 1% (versus 18%) clicked directly via a link.

I don’t think this should discourage you from being in social media. 18% are influenced by social media, and that’s a market that is still growing, with plenty of opportunity.

Investing in a mix of social media along with other digital channels such as email and search can be a superb combo. They work well together and provide more reach. You don’t want to miss out on a growing market segment by being late to the game. The good thing with social media is that the barriers to enter are low, so it is easy to get started.