Is it real, to promote & increase traffic via facebook??

[PK357]

This is such a hot topic nowadays. It is interesting to get into the attribution model of social. Here is some analytics data from on of our clients sites as an example. This data is from August 21-September 21, 2013

Visits: 59,190
Visits via Social Referral: 1,624
Conversions: 2,001
Contributed Social Conversions: 31
Last Interaction Social Conversions: 9

Social visits made up just 2.7% of the total visits to the site, but this is including ALL social media platforms. We have a social media expert in-house promoting it actively. Here is the breakdown by channel:

1.Pinterest 772 visits 47.54%
2. Facebook 542 visits 33.37%
3. Blogger 192 visits 11.82%
4. Yelp 69 visits 4.25%
5.LinkedIn 17 visits 1.05%
6.Naver 7 visits 0.43%
7.Twitter 6 visits 0.37%
8.WordPress 5 visits 0.31%
9.Polyvore 4 visits 0.25%
10.Google+ 3 visits 0.18%

What does this all mean?? That Facebook alone accounted for .0091% of total website traffic! The revenue numbers show a similar picture. There were 2001 conversions bringing in $89,609.88 USD. Of those 2001, just 31 had contributions from social channels ($803.03 USD). However, the last interaction model shows only 9 conversions for a total revenue of ($279.40 USD). After you subtract margin, you are probably looking at between $100-$150 profit over a month. The percentage of total revenue with eh last attribution model is less than half of 1%.

Maybe you're NOT selling anything, but, consider it from just a traffic point of view. Why push efforts in a place where your traffic returns are mediocre? Yes, every brand should have a facebook/Google Plus/Pinterest page, but don't take time away from your SEO for it. 8-)