IBM Reports Twitter Drove Zero Percent Of Referral Traffic On Black Friday

Brand’s skepticism for social still runs deep as IBM reported that Twitter delivered 0 percent of referral traffic on Black Friday. Attribution has been something many social media sites are just starting to work towards as they boost their ad products. Facebook, for instance, started dropping cookies to track users beyond clicks in a new program called View tags. It’s no doubt social will improve their conversion rates, but will users really want to spend time on a site that blends sales with social?