Room for growth in social media power, research reveals

There remains large room for growth in the use of social media as a tool for generating sales, new research suggests.

A study from consumer information provider Knowledge Networks suggests that, currently, less than five per cent of social media users turn to such platforms when making purchase decisions.

Social media platforms are continuing to become more popular, however, said vice-president and group account director at Knowledge Networks David Tice, adding that their influence is very much here to stay.

Indeed, BizReport claims that social media is essentially the online version of word of mouth - something that Mr Tice said remains effective in influencing purchasing decisions.

Therefore, there is perhaps no reason to assume that social media platforms cannot be as successful for brand building and influencing purchase decision as word of mouth currently is.

Social media marketing experts should be people-centric when they approach such platforms, Mr Tice said.

Users of these sites see them as being more about a personal connection, he said, noting that "finding ways to embrace that powerful function is key [to success]".

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