Social Media proves a challenge for many businesses. It’s like a black hole down which endless time and money can disappear whilst your go-to social media person says “but engagement is picking up”, and all you want to see are some sales.
It’s challenging because it doesn’t behave like other ‘normal’ marketing methods. We can’t put up one post and see an immediate impact. The term “social media” covers a world of possibilities making it hard to work out where to start, you can spend a lot of time and effort working your way down a dead end.
If you want to see a sales impact from social media you’ve got to stop thinking of it like email or direct mail. It’s a 2-way communication channel that’s all about community and engagement. Not a blast mechanism for directly driving sales.