The biggest mistake brands make with social media

Unknown-1There is some lopsided thinking out there.  There is a “belief” that just because a consumer becomes a customer of your brand that they want to have a relationship with you that extends beyond the 4 P’s.  For a lot of brands this just isn’t true.  Just because I like pudding doesn’t mean that I want to have a relationship with you on Facebook. Continue reading

Have marketers given up social media ROI?

inexperiencedPOST SUMMARY:  A recent article suggested that marketers are moving away from social media ROI because “they’ve realized that social media isn’t a transactional engine or sales machine.”  I would counter that the reason many marketers are moving away from social media is that they are frustrated trying to measure ROI and don’t have the depth in web analytics to really determine if their investment in social media marketing is really warranted. Continue reading

How much should you invest in social media marketing ?

Perhaps the biggest barrier to an effective social media marketing initiative is both executives trying to sell social media internally and a failure to understand just how important social media marketing is to conversion.   I could give you a lot of data about social media, it’s short shelf life, the fact that only 16% of brands facebook posts are read and the fact that engagement is down since facebook evolved to timeline but it’s much more than that. Marketers need to have a deep understanding of what they are selling (hint: it’s not product features) and understand what makes someone want to purchase their product.  In addition they need to know that just because someone purchases their product does not mean they want to have a relationship with the brand. Continue reading