Experts say Gallup's social-selling report missed the mark

06/25/2014 | Adweek

Marketing and research experts are dismissing a recent Gallup report that found social media doesn't influence many Americans' purchase decisions. They say the survey was fundamentally flawed because its data was more than a year old and its methodology was flawed. "You don't poll consumers whether advertisements or marketing make them buy stuff," said Altimeter analyst Rebecca Lieb. "It's not an objective indicator, and that is why brands and agencies don't use poll data to judge the effectiveness of advertising and marketing."

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