When social networks started springing up everywhere, marketers and advertisers were kind of blaze about it - blowing it off as yet another gimmick that will come and go. While Google AdWords ruled the ad space for the last 10 years, social media has gained a lot of ground and now Facebook overtook Google in terms of traffic. Combining Facebook traffic with all the other social networks and it really dwarfs the search engines.
While many marketers are now jumping unto the bandwagon, it does not mean that search is dead. Search traffic is still one of the most targeted and most predictable traffic sources on the internet and something you cannot ignore. Social traffic is a completely different kettle of fish. Its nothing like search and unless you are a very sophisticated advertiser and marketer you simply won't get the benefit or the results that social traffic can deliver.
Traffic from social networks are nothing like traffic from search engines. When you buy Pay Per Click traffic from AdWords you can be very precise in your targeting. On top of this you know that people are actively looking for information and sponsored search allows you to place your ad in front of these people who are actively searching.
On social networks, people are not looking for anything specific. For the most part they are going about their own business and do not even want to be advertised to. You quite literally have to grab them by the throat and drag them into your world. All and all its a much tougher source of traffic to crack and although many marketers are selling it as "tons of cheap traffic" you are likely to have a very different experience when you start testing for yourself.
Social media traffic is here to stay and it is a force to reckon with. Social sites are hugely popular and it has an audience that are engaged and loyal. It offers a lot of traffic potential but you will have to reformulate your entire approach and market to these people from their shoes if you want to see real results.
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