Social networking is more effective than websites in generating targeted traffic according to an article in CMS Wire. The article actually outlines a 130-page report by the Gilbane Group called “Collaboration and Social Media 2008- Taking Stock of Today’s Experiences and Tomorrow’s Opportunities.”

What caught my eye is that social networking came in at 59-percent effective and websites as 58-percent effective. This is in stark contrast to the reports of many webmasters who are reporting huge traffic from social media outlets, but not quality traffic.

The report actually looks at the growing trends between Web 1.0 and Web 2.0 technologies and how large companies are adjusting to the use of innovation and new communication tools. Social networking is said to replace Web conferencing in the near future as a way for large online businesses to communicate with customers and vendors.

The most popular form of communication remains with email with an effectiveness as 72-percent. The prognosticators of the report say podcasts will replace email one day, but it’s doubtful that this will be the very near future.

Filed under: Social Media