NEW YORK, July 21, 2013 /PRNewswire/ -- Here is a brief talk on "Social Media Content Affects Buying Behavior" from B2C SooBest.com, which offers a wide range of products such as women's clothing, men's clothing, fashion watches, fashion jewelry, etc. More and more companies see the opportunities of social media, and as a result they regard social media as a very important platform and pipeline and use it to advocate their own products and services. There is nothing wrong with this approach, of course; social media indeed helps marketing a lot, but one cannot just regard it as a sales platform. "We've been preaching pretty much the same thing for four or five years, that social is not a channel - it's more of a behavior," R2integrated CEO Matt Goddard once said. It's clear that social media is more than a platform to sell products and offer services; its greater value lies in the way that it changes consumers' buying behavior. Here are five pieces of evidence that social media affects buying behavior that cannot be ignored. 91% of people go to real stores because of the online experience (Source: Marketing Land) This is a very intuitive, rational point. A customer will spend time investigating and searching for products / services, checking reviews, price levels and warranty services. So companies must ensure that their websites and social media have adequate and regularly updated information, allowing existing and potential consumers to find and read about their products. If they can't find the relevant content they want, then the company probably misses an opportunity to make a sale. 89% of consumers use search engines to make buying decisions (Source: Fleishman Hillard 2012 Digital Influence Index) Many consumers first go to Google to investigate a potential purchase. For your company to show up high in the rankings, one must have done a good job of SEO. In today's society, social media's credibility has become increasingly valued and used by search engines, and has become an important ranking factor. So no matter what social media platform you use, be it a Facebook fan page, Google+, Youtube, Twitter, or even a blog, you should regularly update information to play in the search ranking of social media's influence.