< p > Alibaba's $586 million stake in Sina micro-blog, the cooperation between the two sides is becoming more and more close. In August 1st, Sina micro-blog Taobao edition on-line, Sina Sina account to achieve interoperability.

However, the extent to which social media can directly pry fashion brands, especially the sale of high-end brands, still faces many questions.

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Lauren Indvik, author of < p > American science and technology blog Mashable, has carried on the thorough discussion to this question: < /p >

< p > in the second half of 2011, the leading social networking media such as Facebook and Twitter were considered to have considerable potential of the electricity supplier. The famous luxury a target= _blank href= //m.pmae.cn/, the chief executive officer of the designer /a /a Oscar Oscar de /a, has indicated that the brand will become the main platform for the sale of the brand network, and the so-called "socialized shopping" will represent the future of the electricity supplier.

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Oscar de la Renta, Tory Burch, Gap, J.C. Penney, and Nordstrom of different grades of brands and retailers have launched the P online shop. However, contrary to expectations, only two years after that, the only remaining one is the company, and most of them are using this channel to launch special specials for casual fans.

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< p > not only is Facebook online shop being in such a predicament, but social networking is generally not proven to be an effective way for brands to acquire new users. In comparison, those are more effective than traditional methods such as search engine marketing and e-mail marketing.

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< p > digital marketing research firm L2 has studied 250 high-end brands. In the past 4 years, the newly acquired users have less than 2/1000 points five from Facebook and only 1/10000 from Twitter.

Moreover, compared with those obtained through search engines, users get less value from the social media and spend less on the brand.

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< p > even the luxury digital pioneer Burberry is said to have reduced its investment in Facebook, and has increased investment in traditional CRM (Customer Relationship Management) and official website construction.

And the number of Facebook users has increased from 200 million five years ago to 1 billion 150 million.

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< p > < strong > social media is still valuable. < /strong > /p >

< p > although sales figures are not optimistic, this does not mean that high-end brands invest in social media.

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< p > social media is crucial to the ranking of brand natural search. Seven of the ten major factors that affect Google search ranking are related to social media.

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The advertising products of < p > Facebook, especially the degree of participation and conversion of redirection advertising and mobile advertising are quite high.

The new generation of visual social media platforms, such as image sharing applications Instagram and video sharing application Vine, provide a better platform for brand marketing, and its user participation is 25 times that of ordinary community platforms.

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< p > social media is still an important marketing tool, especially for natural search ranking. But if high-end brands want to acquire new users and improve the conversion rate, the official accounts of Facebook and Twitter are not the best choice.

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