In spite of the fact that Social Media Marketing has now reached relative maturity, it seems that most small businesses are still mystified that their expectation of a consistent stream of sales from their social media campaigns, is not turning out to be a reality. I still talk to people that after “trying” out social media of 30 or 60 days without an avalanche of sales, they decide that Social Media “doesn’t work”. They are 100% right, it does not work as a direct response, immediate sales channel. That is not the purpose of Social Media Marketing.
Take a step back and consider the basic premise of the channels on which the marketing is being done; Facebook, Twitter, Youtube, Pinterest, Google+., For the most part, these are web properties where people gather to “socialize” and “be entertained”. They do not come to those websites with the expectation that they are going to be sold something.
A marketer’s expectation that they are going to place an offer in front of the audience, and they are immediately going to stop looking at photos of their friends, or tweeting about their most recent escapade, and pull out their wallet to buy the product that they see an ad for, is Read more