Social media has little direct impact on most website traffic, according to a new report released today from ForeSee Results.

While only 1% of site visitors come from a social media URL, 18% of site visitors report being influenced by social media to visit a website. These numbers represent benchmark averages; individual companies show a wide range of direct and indirect influence.

“What this tells us is that traditional clickstream metrics don’t give us a full picture of what value social media efforts are bringing to our business,” said Larry Freed, President and CEO of ForeSee Results.

“Companies have long been able to count how many Facebook fans, how many Tweets, and how many people click through ads on social sites, but they haven’t had a way to calculate a tangible return on investment for social media efforts, not to mention other marketing initiatives. Now they can.”

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