According to Silicon.com social networking doesn't necessarily drive sales.
A Jupiter survey found "53 per cent of online shoppers go straight to the site they want to buy from, rather than being directed there by a social network site".
This is sort of stating the obvious, I would have thought. Yes, online shopping behaviour is reasonably well established and social networking with any sort of commercial outlook is still fairly new.
But what is interesting is that "12 per cent of online shoppers quizzed said they buy more than planned as a result of using a social networking site".
I reckon this points towards an important development. Add to that "social networking sites serve to reaffirm purchasing decisions, with 29 per cent of respondents saying they make better decisions using them", and there looks to be a definite trend.