By Sean Grace,, Business 2 Community:
If I asked what your business is getting out of their social media efforts, what would you tell me? Fans and followers? Likes? Comments? Maybe a few shares?
What does all of that activity translate to? Marketers will often argue that engagement on these networks strengthens brand awareness, increases loyalty and advocacy, and creates a propensity to buy. This can be true. Social media is often a great platform for pushing more content out to an audience, increasing possible touch points, and opening a dialogue between brand and consumer.
But, how do we measure the impact that social media engagement actually has on a brand’s sales? Where does the ROI actually come from? One way to find that payoff is to take the leap past engagement-only initiatives, and turn social media channels themselves into functioning sales channels.
When I mention selling via social media, salespeople often perk up while social media managers tend to shy away. Some say social media is the wrong environment for selling… Read more