For the 18th Time, Social Media Marketing Doesn’t Suck: How Twitter Drives Online Sales

In the wake of Black Friday e-commerce reports, more than a few mainstream media publications have grabbed hold of one particular IBM finding and used it to proclaim, once again, that social media marketing is a fail. Surprisingly, even niche marketing publications shouted it from the rooftops. What did IBM find that was so damning? Exactly 0 percent of Black Friday online retail sales came from Twitter referrals. Ouch!

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