A recent chart post from eMarketer looks at the loyalty of visitors from social media sites: Loyal visitors but small share from social sites. But in the same post, it quotes some information sourced from Chikita about the overall volume of traffic.

Most Referrals are from Search (Source: eMarketer)

The company looked at the top sites sending traffic to the publishers in its network and found that Google alone accounted for 76.13% of referrals.

Taken together, search engines made almost 98% of all referrals, while social networking sites made up just 0.55%.

Running an active marketing campaign using Twitter is time intensive. Think of all that time spent reading tweets, tweeting and participating in conversations.

Can it lead to conversions? I’m sure it can. But marketing involves focussing your scarce resources (mainly time) on the actions that deliver the greatest outcomes. And what this chart shows is that when it comes to traffic, Google is the 800lb gorilla.

So for a small business with limited resources it is going to be hard to get the same results from a Twitter campaign that can be achieved from a search marketing campaign.

Twitter vs Google for business websites