Monday morning, LG's mobile brand promoted a new hashtag on Twitter. Their reasoning for doing so is simple: The millions of people who use the social network will see their ad and want to buy their products.
But that may not help the company as much as its brand managers think.
For all the social-media promotions that companies do today, 62 percent of Americans say social media has no influence on their purchasing decisions, according to a new Gallup Poll released Monday. Just 5 percent of Americans say social media has a great deal of influence on their purchasing decisions, while 30 percent say it has some influence.
Companies have put a lot of time and money into social media in recent years. Most major companies have Facebook pages, where they post news about products or promotions, any many have put money behind ads in Facebook's newsfeeds. Companies also have Twitter accounts, which engage with users who have complaints or praise products. In 2013, U.S. companies spent a combined $5.1 billion on social-media advertising, according to Gallup.
That influence, though, seems to be ignored by wide swaths of the American public.
Gallup found that 94 percent of Americans use social networks such as Google+, LinkedIn, Facebook, and Twitter simply to connect to friends and family. Just 29 percent use it to for product and trend information, and 20 percent use it to write reviews.