Here’s a familiar scenario with many companies that have tactically approached social media marketing: “Let’s stop wasting time with this social media mumbo jumbo. We need to increase sales, grow revenue and sign up more customers!”.
On the other end of the spectrum you might hear, “Social media marketing is too difficult to measure, it’s early days. So let’s keep investing and eventually we’ll be able to see our return.” Neither attitude has the best long term interests of the business in mind.
Clearly there are few businesses that don’t want to increase sales and conversions, but is a singular focus on revenue, especially in today’s world of connected consumers, actually helping bottom line business results or creating a longer term disadvantage? Alternatively, is the absence of focus on revenue with social media marketing a responsible and accountable approach to the investment?