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That said, the researcher believes social media can still be a powerful marketing tool, and that social media’s influence on purchase behavior likely can’t be measured in the 30-day attribution window the report examined. Forrester also asserts that social media is a bigger sales driver for small businesses, which were not included in the study.
Nice counterpoint and caveat when reading the disappointing (for social media marketers) title for this article: Less Than 1% of Online Purchases Influenced by Social Media.  A must-read survey for e-tailers though.
  1. analyticisms posted this