Website traffic from social media is overrated

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

Do you sell advertising on your website? No? Then why are you so excited about your website traffic? The most overrated social media metric is traffic from social outposts. This blog post is symptomatic of this problem, although there have been hundreds (thousands?) like it.

Here’s the highlight: “With only 1 percent of Facebook’s user count, Pinterest sends 13 percent of the traffic Facebook does.”

Pinterest spawned a new way to consume and search for information, and it may be the poster child for the coming image-centric social Web that will make written blogs look quaintly Amish by 2014. But to make the case that Pinterest should be a big part of your marketing arsenal because it proportionally sends more traffic to your website than Facebook or Twitter is ridiculous.

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