futureX - 1:53 pm on Sep 29, 2010 (gmt 0)
I agree on that point, for example you could get many hits from social networks with someone posting "check out this cool red widget" people will click it just to look but as they weren't intending to buy anything at the time conversion rates will be low, even if they did go on to buy it is more likely they will bookmark and buy later.
In my experience, a lot of 'social' traffic is just browsing. So even if they end up on your site, they're less likely to buy.
Also it's not very common for users wishing to buy something to search for products through social network. So a very large percentage of social media hits are people just looking rather than looking to buy.
The other thing to consider is that if you optimise for search engines some users could go on to actually post something they found through the search engine onto a social network organically. But it won't work the other way.