I recently read a post about social media possibly being a waste of time over at Makak Media. Their argument was that one can spend countless hours on social media sites trying to drum up traffic to your site, with only spikes of traffic really to show for it (I paraphrase of course). And you know what? I can buy in to this theory.

You go through the effort of being an active member of a social network, you make friends, you vote on content, comment on content, and submit content (even your own sometime), all in the name of driving up your own site traffic.  I realize that those in to social networks for the sake of being members would argue that this is not the reason to be a member, but the fact remains that webmasters in the game to make a living are approaching social networks with at least a thought of this in their minds. In the end though, if you get a regular flow of traffic or even sporadic spikes of traffic from Digg, Stumbleupon, Mixx, or any other social network, have you really accomplished anything?

Instant Payoff from Social Network Traffic?

It is widely accepted that Digg traffic does not convert at a level worth talking about.  One could likely extend this belief to other non-niche social networks with a reasonable level of confidence.  We all know… the traffic is not targeted, the social network users do not like to be gamed, many of the social networkers hit your page and are gone in a flash — those that stick around don’t follow through on offers.

With this in mind, one can easily buy the Makak Media premise that social networks can be a huge waste of time if you don’t watch your time. I fall in to that trap on occasion.

Building a Brand

However, I believe that a well thought out social media plan is a great step to take when considering how much time to put in to social marketing. And I view it much like TV advertising. TV advertising rarely has an immediate quantifiable payoff with regards to sales. However, TV ads generate brand awareness, word of mouth brand knowledge and ultimately leads to getting customers in the door or looking at products on shelves. At that point, it is up to the advertiser to close the sale.

In terms of websites, social network traffic is largely filling a branding role.  Creating buzz and/or word of mouth (aka links), and brand awareness (aka RSS subscriptions) for your site can go a long way towards fulfilling that purpose. Why?

Search traffic is the ultimate in targeted traffic.  Consumers search for something, they find your site, they come to your site, they convert (or you learn what is weak about your conversion process). And it is apparent to anyone who has spent more than 15 minutes reading about SEO that links are a significant factor in search rankings. Build your brand, enjoy the links and RSS subscriptions, and enjoy the long term benefits of social networks.

It is the Sum of All Parts

Summing it up in my mind then, seeking out social network traffic for the sake of traffic surely is a waste of time if you are looking to make money online. Seeking out social network traffic for the sake of fulfilling a larger SEO goal is a very valid pursuit. Set some goals, set a plan (including some restraints for your time), set the plan in to motion, and adjust as new opportunities arise.

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