Twitter and Facebook usually aren’t the last click before an ecommerce buy, but that doesn’t mean they didn’t inspire or influence the purchase. Yet IBM’s Black Friday report says Twitter delivered 0 percent of referral traffic and Facebook sent just 0.68 percent. To lure advertisers and ecommerce integrations, they have to show its not Google driving every sale.

paid social media advertising will increase from $4.6 billion this year to $9.2 billion in 2016

"native" ads running on social media sites—contextual promotions that are baked into sites in a customized fashion—will total $1.53 billion this year while growing to $3.85 billion in 2016

During that time, BIA/Kelsey prognosticates, social display ads will grow slightly slower, lifting from $3 billion to $5.4 billion. It's the first time the 25-year-old company has broken out social native versus social display spend.

to determine if any given Page post shows up in the news feed, Facebook looks at four main factors: If you interacted with an author’s posts before: If you Like every post by a Page that Facebook shows you, it will show you more from that Page. Other people’s reactions to a specific post: If everyone else on Facebook shown a post ignores it or complains, it’s less likely to show you that post. Your interaction with posts of the same type in the past: If you always Like photos, there’s a better chance you’ll see a photo posted by a Page. If that specific post has received complaints by other users who have seen it, or the Page who posted it has received lots complaints in the past, you’ll be less likely to see that post. This factor became a lot more prevalent starting in September 2012.

Let’s say Darth Vader posts that he and Luke Skywalker have confirmed that they are father and son. To determine if Yoda saw this post in his news feed, Facebook would look at: whether Yoda had Liked or interacted with posts by Vader in the past, if Leia and Han Solo Liked the relationship post by Vader when Facebook showed it to them, whether Yoda tended to interact with relationship change posts in the past, and whether anyone else had complained about Vader or this particular post by the Sith Lord.

There are conflicting reports about the actual impact on average reach, though. Some like PageLever say it stayed stable, but others like We Are Social and SocialBakers say that average Page reach decreased by as much as 50 percent.

American businesses are in denial about the need to embrace social media. New research finds that 72% of businesses that use social media do not have a clear set of goals or a clear strategy for their social media platforms.

This lack of direction is happening despite the fact that 60% of Americans use some sort of social media, according to the Pew Research Center. Businesses, however, are not convinced that social media is anything more than a fad or a temporary phenomenon.