Most retailers have not yet had the opportunity to test the selling power of social media such as Facebook and Twitter, but a recent survey indicates that the strategy is paying off. The poll shows that social media influenced the decisions of about 28% of shoppers who had started making an online purchase, according to comScore. "Social media really appears to be emerging as an important marketing channel this holiday season," said comScore Chairman Gian Fulgoni. "I think we are getting our first real glimpse at the impact social media will play on commerce as we enter the next decade."

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