Myth No. 3: The Principle Benefit Of Social Media Is Marketing
Social media can be used for branding and creating buzz, but it is also altering the path to purchase, said Hougland.
While word of mouth has always been the No. 1 reason that people buy, social media allows those links to be brought directly to the customer. As social media tools get more sophisticated, companies will be able to engage and acquire customers at the point of the highest engagement -- when they post a comment that they are very happy or unhappy with a particular product.