by Todd Wasserman, Mashable

“The retailer’s status updates from Nov. 20, 2012 to Jan. 20, 2013 prompted 85,000 visits to Zappos’s site, according to Kenshoo, a digital marketing specialist that works with the retailer. Zappos has 419,000 fans for its Facebook Page. Kenshoo found that 42% of Zappos’s status updates during that period led to purchases. The other 58% didn’t lead to sales, but prompted other activity like “Liking,” shares and comments.”

“Meanwhile, Kenshoo found that for one particular post, Zappos got a 3.5% click-through rate and a 3.4% conversion rate for a revenue per click of $4.90, which represented a 34X ROI. ”

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