Small- and medium-sized businesses (SMBs) continue to embrace social media.

According to the 2012 Small and Medium Social Business Study conducted by the SMB Group, social media use over the past year has increased from 44 percent to 53 percent among small businesses –and from 52 percent to 63 percent among medium businesses.

More than one-third of those polled (35 percent) said they’re using social media to replace another marketing channel, such as newspapers, magazines, or email marketing.

The study also found that: Read more →

New research from Adobe suggests marketers could be underestimating the impact social media has on website traffic – sometimes by more than 90 percent.

No wonder many in the  C-suite remain skeptical about social media’s “true value!”

The Adobe study specifically investigated the difference between last-click and first-click attribution models for gauging social media impacts.

Last-click attribution models credit a sale to the last place a consumer visited before converting. For example, if a consumer sees a paid search ad for a product, follows the link, and then purchase the product, the search ad will be credited with the sale.

First-click attribution models are significantly more complicated. As Adobe explains: Read more →