Are we overstimating the importance of social media in marketing?

Are we overstimating the importance of social media in marketing?

With all the hoopla about the importance of social media in the marketing world today, I was surprised to see this article – http://mashable.com/2013/11/30/black-friday-statistics/ – showing that although Black Friday sales apparently hit a new record for 2013, only 1% of online sales could be directly attributed to social media…..

Hmmm…..are we overestimating the importance of social media in terms of generating revenue for retailers?

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