Why Social Media Doesn’t Work [PowerViews LIVE Highlights]


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On February 3, 2015, I had the pleasure of having leading marketing expert Jamie Turner on PowerViews LIVE to talk about “Why Social Media Doesn’t Work.” Right off the bat you may be thinking, “Social media doesn’t work? It’s everywhere!” This is true. Marketing organizations today are using social media for business purposes—more now than ever before. However, the numbers show that only a small percentage of these organizations can attribute revenue to social activity. What’s going on? Why? And what can we do to change the momentum and leverage social media to drive more sales and revenue?

Before I touch on some of the key points from the webinar, here’s a little more on our guest: Jamie is an author, international speaker, and CEO of the marketing agency 60 Second Communications. He holds more than 25 years of experience helping major global brands, some of which include: Samsung, The Coca-Cola Company, InterContinental Hotels Group, AT&T, Motorola, Cartoon Network, CNN, and more. As an expert on all things marketing and social media, Jamie is a regular guest on CNN and HLN. Most recently, he appeared on CNN and CNN International over the 2015 Super Bowl weekend to discuss the impact of social media and how the domestic violence PSAs would affect the NFL’s image.

Jamie knows his facts. During the webinar, he touches on some fascinating statistics:

  • The majority of 18- to 34-year-olds are using Instagram, not Facebook.
  • Kids aren’t watching anywhere near the amount of TV that used to be watched.
  • Folks spend 1 out of every 7 online minutes on Facebook (demographics skewing older).
  • 74% rely on social media to influence purchase decision.
  • 97% search for local businesses online. (TIP: when developing SEO strategies, include your city in the key words.… Google will reward you.)
  • 44% of Twitter accounts have never sent a tweet.
  • 80% of Pinterest Postings are re-pins indicating fatigue on the platform.
  • Most people consider Facebook advertising untrustworthy—as they do advertising in general.
  • 77% of F500 companies use social media, but only 12% of those companies can tie social campaigns to revenue.

This leads us back to the topic at hand: With social media so prevalent, why is it that only a small number of companies can tie revenue to social spend? For one thing, according to Jamie, social is not a silver bullet, but a vital spoke on the wheel. You can no more depend on social (sometimes synonymous with inbound) to stand alone than you can any other media. But that’s just the tip of the iceberg. To learn more, you’ll have to check out the webinar for yourself.

You can follow Jamie on Twitter @AskJamieTurner and via his blog at 60SecondMarketer.com/blog.

Watch the informative PowerViews LIVE session featuring Jamie Turner and me here:

Tell us what you think!

Republished with author's permission from original post.

Dan McDade
Dan McDade founded PointClear in 1997 with the mission to be the first and best company providing prospect development services to business-to-business companies with complex sales processes. He has been instrumental in developing the innovative strategies that drive revenue for PointClear clients nationwide.


  1. I wonder if it is a matter of time.Companies like Coke are responding to customers and contacting and working with “people who matter” to reach more customers.
    This is a start. It took e commerce time to get to where it is and it is the tip of the iceberg

  2. Wow!! This is enlightening. Nothing shakes your preconceptions like the facts. It certainly bodes for a comprehensive and diverse social media strategy (just like any good financial planner would advise). Target marketing now must include psychographics and sociographics, not just demographics to make wise decisions and thoughtful practices about how best to influence the marketplace.

  3. social media as the name suggests it’s mainly for socialisation. people tend to concentrate much on enhancing relationships the extra time is then devoted to business issues. in actual sense time is never enough therefore the little time available won’t be proportioned to other issues outside the socialization context. to add on, not all people do have enough trust in the social media when it comes to divulging true personal information. for businesses to become successful its not wise to rely upon these platforms like Facebook, whatsapp, twitter among .


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