Social network marketing: beware of meaningless statistics

Hitwise reports that in May 2010, for the first time, visits to social networks exceeded visits to search engines in the UK.

Social networks accounted for 11.88% of internet visits while search engines attracted 11.33%. An interesting statement… but as things stand right now it’s meaningless in a commercial context.

Facebook dominates the UK social network market. Google dominates the UK search market. They’re separate animals, used for  different purposes. So what if one overtakes the other? It’s about as much use as saying car sales have overtaken sales of knickers for the first time.