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“I’ve got 10,000 likes on my Facebook page,” proudly proclaimed the business owner sitting next to me at the conference lunch I was speaking at. Not a bad start, but as it turns out, not nearly sufficient to translate into sales.
A recent study soon to be featured in the Journal of Marketing Research explores what Facebook likes are worth, and how they translate (or not) into sales and offline action. Author Daniel Mochon, assistant professor of marketing at Tulane University, and his colleagues found that likes alone don’t directly translate into purchases. Instead, the team concluded that to convert social media followers into customers, a business needs to engage them with, wait for it … advertising.
Read more HERE…