Tag Archives: Engage

7 Traits That Define A Company’s Business Culture As Social

What defines a Social Business CultureThis last week I was involved in a few conversations that surrounded businesses that are on social media, more specifically those that either are executing it well and those that are just there. It got me thinking about the millions of brands, both large and small that have a social presence, yet clearly do not have a corporate culture of social within their organization. As I pondered this, I also thought about our organization that not only lives in social, but was born out of a social media agency and used this as our guide.

Since many large brands are now in social media and easily garner large audiences due to their prolific branding and massive advertising budgets over many decades, it is important to point out that MOST have anything but a corporate social culture. In fact many of the larger brands we all know around the world have some of the worst social media marketing execution. I am not talking about just the epic fails we read about from these massive corporations, but even their daily social media activities are a slap in the face toward what any experienced social media professional knows about this space.

For this and many other reasons, I personally avoid large brands online. I stay clear of their noise, self-promotion and other social marketing efforts. If I based my shopping on their lacklustre social media marketing and poor engagement, I would never be able to bring myself to visit many stores. But I digress.

Rather than detail all the failings of brands within social media, we decided it might be far more helpful for many small and medium brands to develop a list of traits that are displayed by brands that have created and fostered a corporate culture of social within their business. We got feedback from our awesome community as well and are including their thoughts on some of the traits.

Though this is not an exhaustive list, we believe it embodies the large bucket items that define what a social business is.

7 Traits That Define A Company’s Business Culture As Social

1) Priority Top Down – Bar far, the most important trait that establishes social into a business culture is top down leadership. When the executive team at the top make a clear commitment to social media, done properly, it becomes clear to everyone inside as well as outside that organization. Without embracing social as a corporate priority, social media departments are clearly handcuffed and it shows. Empowering teams around social from the very top of your business not only unleashes the other traits in this post to be free to execute, it mandates the traits into every member of the company.

Tangent – Just last week on a call with our CTO (Chief Technology Officer) going over our development priorities, we were discussing something an existing Bundle Post user brought up that they really needed. Our CTO said “Well that is a current customer that has a strong need, so I think that should be a priority.” Adjustments were made to the priority list accordingly because our entire leadership has a social focus.

When the leaders of an organization have a commitment to and then drive a social culture, nothing but good will result.

Tiffany Keuhl

Keri Jaehnig

Ben Risinger

2) Consistent Communication – A social business culture isn’t just ON social media, they continually communicate internally their social priorities, what those priorities mean and how they are expected to be executed.

Timothy Hughes

Nancy Kenney

Tabatha B

3) Transparency – A social business doesn’t hide their mistakes internally or externally, instead they admit to them quickly and take steps to correct them. They don’t pretend to be perfect and portray a sense of reality of their business that is human and approachable.

Brian Vickery

Bryan Kramer

4) Responsiveness – It’s true that people want to know they are being heard, but even more importantly, they want a response. Social media is social AND media combined. When a brand has a presence but doesn’t respond to the good, bad or otherwise, people feel that they are not heard. Even worse they are made to feel they and their issues don’t matter to the brand. When a brand is responsive to their customers and prospects on social media, and do it in a timely manner, the opposite impression is made. Brands that truly understand this and have a social culture in their organization build life long customers.

SherylBionic

5) Sincerity / Authenticity – It’s one thing to go through the motions, it’s another thing to actually care. When a company has fostered a culture of social in their organization, every team member has sincerity and authenticity in what they do. Customers are never left wondering if the brand cares. It shows through the way the brand conducts their social media efforts.

richtatum
RebeccaC

6) Empathy – Social businesses teach empathy within their organization. It is a priority that all levels of the organization understand the plight of their customers before and after the sale. This means that the business educates its teams on the pain points their customers have, how their products and services ease those pains, but most importantly the importance of the customer later in the relationship. Not just the ongoing revenue opportunities down the road, but the utter importance of handling that customer properly when they have a problem.

chloe

7) Customer Priority – The social business doesn’t necessarily believe that customer is always right, but the customer is definitely a priority in the business culture and it shows.

What we find so interesting about these traits is that they are the same traits that any successful business should deploy. What I mean by that is, if the social media element was removed, the leadership, customer centric empathy within all of these traits are what great businesses have been doing for decades. Instill them in your social business culture as well and the effectiveness of your social media marketing efforts will breed loyalty, revenue and sales growth beyond your expectations!

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Filed under Engagement, Marketing, Social Media, Social Media Marketing

Part 2 – 18 Amateur Social Media Marketing Mistakes To Avoid

More Amateur social media mistakes to avoidIn Part 1 of our series on Amateur Social Media Marketing fails, we covered some of the more common mistakes we see on a daily basis. We are continuing our series with an additional nine mistakes that you really should avoid.

Again, we want to reiterate that this post is specifically for those that are using social media for marketing. We also want to restate that there are no steadfast rules to social media marketing, just best practices.

Everything in this post is designed to educate you on things that you may want to avoid and provide you with the details as to why.

 

Here are the 9 additional amateur social media fails:

10) Inviting Followers to Connect Somewhere Else - Someone walks into your store and someone on your staff tells them, “hey, it would be great if you went to our OTHER location on 5th street.”  How well do you think that will go over with your customer? If you wouldn’t do it real life, don’t do it in social media.

Your new connection has connected with you where THEY wanted to. Make the connection valuable and interesting enough for them to WANT to visit your other connection points.

11) Not Following Others - You’re so cool that you don’t care about anyone else but yourself? #FAIL When I see a social account that has thousands of followers/friends, yet follows very few of them back, I run!

There are typically only three reasons that they do this:

a) They’ve purchased friends/followers/likes to appear important.

b) They think they are really important and it’s all about them. (they don’t care about anyone else)

c) They have no clue about social media marketing -or- relationships.

12) Mass Event Invites - So you have a new event and you want everyone to be there so you click to invite people on your friends list. STOP! It is more than acceptable to invite people to your event that you have a relationship with and/or are in the city/state of the event you are promoting, but mass inviting your entire “friends” list is a huge fail.

Would you send invitations to everyone in your address book to a local Christmas party you are holding at your home?  If you answered yes, we really need to talk…

13) Cold Facebook Page Invites - Nearly identical fail to number twelve is mass inviting people to you or your clients Facebook page. If we had a dollar for every time we had been invited to like a page for a company that is thousands of miles away from us, about a product or topic we have no interest in, or from a person that has never engaged with us in any way, we would be driving a Bentley.

Build relationships first and earn the right to pitch what you do, your other social properties and events, etc. – And for the love of everything that is Holy, target your invites to people who are geographically or demographically appropriate! (*takes deep breath)

14) Cold Group/Community Invites - Groups and communities are great for some people and niche topics, but remember that many others don’t think so. Before you invite someone to your group or community, be sure they want to be in it. Recognize that the notifications and noise that many groups generate are much more than individuals want every day. It’s not about YOU!

Build relationships with people you would like in your group and ask them if they’d like to join. Randomly inviting people to your group is such bad form and annoying to most. You’re showing your newbie again.

15) Falling Asleep - Ok, not literally, but figuratively. The best way to kill your social media engagement is to not respond when mentioned. On the same note, the slower you DO respond, the less effective you are going to be.

16) TrueTwit Validation - Probably one of the biggest Twitter newbie fails is TrueTwit. Imagine starting out a relationship with a new connection telling them that you don’t trust them and you are also too lazy to look at their bio to determine if they’re real or not. THAT’s what you are doing by using the TrueTwit app.

Read more on the fail that is TrueTwit click here

17) Klout Focused - So you got Klout game? So what… We suggest that you spend far less time focusing on your Klout score (which can easily be gamed and has no relevance to your social media marketing skill, ability or results) and focus your time on actually getting real results.

Because you have a number that makes you feel important, does not change your pocketbook. Focus on real results and the things that you should be doing to get them.

18) Cluster Posting - Since social media marketing is not your “real focus” and you’re awful busy, posting 22 pictures in a row on Instagram every morning, 14 Twitter posts that same hour and 8 Facebook posts that afternoon makes sense. At least you got your required number of posts done today, right? Not so fast.

Cluster posting as we like to call it is kind of like the person at the dinner party that never shuts up, takes over every conversation and makes everything about them. Don’t be that person. Spread your posts out across the entire day, every day. Do it consciously, with intent. You’ll lose less connections, frustrate fewer people and most importantly get way better results!

Wrapping It Up

You really need to understand the why surrounding what you are doing in your social media marketing, not just the what. Understand the effect your activity has on your connections and the things you should really avoid doing. If you are just doing something because you saw someone else do it can be a recipe for disaster.

Did you miss Part 1? Read it Here

What stood out to you in this series? Is there anything you disagree with?

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Filed under Engagement, FAIL, Followers, influence, Marketing, Relationship, Results, Social Media, Social Media Marketing, Social Selling, Strategy, Twitter, Uncategorized

18 Amateur Social Media Marketing Mistakes To Avoid – Part 1

Social media marketing isn’t rocket science, however there are an incredible amount of details, nuances and procedures that not only take time to understand, they’re changing on a daily basis. If you’re using social media for marketing, you are constantly bombarded with tools, activities and methods from thousands of people. Without knowing, we often replicate what we see others doing without regard for that persons experience, methodology or effectiveness.

This post is designed for anyone attempting to use social media for marketing. If you are a happy social networker that could care less about the marketing elements of this space, this is definitely not the post for you.

Amateur social media mistakes to avoidThough there are no specific “rules” to social media marketing, there are best practices, methods or procedures that are considered to be proper etiquette or conversely, actions that are just plain amateur. You are free to use social networks in any way you choose, but you need to understand that the activities you employ and the conduct you display says an awful lot about you, your experience, professionalism and real understanding of what social media marketing is.

One of the most frustrating things about some of these mistakes is that many that claim to be social media experts, consultants and coaches make them every single day. It never ceases to amaze us how when the inexperienced are leading the less experienced, a large population of ineffective marketers result.

In an effort to avoid furthering ineffective activity, we have put together a short list of amatuer mistakes that we see on a daily basis. Following are the first nine, which represent some of the most common newbie mistakes we see all too frequently.

Are you making any of these amateur social media fails?

1) Automated DM Pitch - We just met (connected) and you’re already trying to take us to bed? Date a little before doing beginner things like this.

2) Spam Tagging - Don’t tag people in posts that pitch your stuff or link them to your blog post. Just like in the real world, you need to EARN the right to share your stuff.

3) Group Tagging - I know you’re busy, but there’s nothing at all personal about tagging 12 people in a post to thank them all at once for sharing your post. This not only won’t build a relationship with any of them, it won’t make them want to share your stuff much longer if they’re simply grouped up with a bunch of others.

4) Keyword Spam Tagging - This is one of the biggest social media marketing fails of all. Searching for a specific keyword/phrase used in posts on a social network, then based on the keyword, tagging the account in your sales message.

Social media requires relationships and conversations. If you don’t know someone who is using a keyword or hashtag or have not yet built a relationship with them, it’s no different from sending cold spam emails. Don’t do it!

(BTW – we ALWAYS report and block for spam like this)

5) Automated Engagement/Responders - Social automation is required to be effective and efficient. However, automating “engagement-like” messages to your stream is simply amateur and everyone can tell it’s automated. It’s like being in the first century and screaming into a crowd that you have leprosy. Nobody wants to be around you.

6) Automated “Newspaper” Posts - Lazy much? Automating these useless things to your stream and tagging people in them provides what value?

Posting that something someone tweeted was so good you added it to your “rebel page”? Really? Why would I want it there and not shared or RT’d on the platform in which I posted it. If you think you’re doing anyone a favor, you should think again.

7) Automated “Top Influencer” Posts - This one seems to be used most by folks that have no strategy and really put little effort into their social media marketing. Tagging people who you never engage with in order to claim how cool, influential or engaging they are isn’t very helpful to anyone. In fact, everyone knows it’s automated and you never engage or do much else on social media anyway. We don’t recommend it.

8) Cryptic Bio - Imagine going to a live networking event and you meet someone for the first time. You ask them what they do and they avoid the question or give you a lot of cryptic gibberish. Trust is immediately in question and you will tend not to engage in a conversation with them much further.

Be clear and tell people who you are and what you do. This builds initial trust and will increase social selling opportunities that come to you automatically.

9) No Name In Bio - People connect with people, not small brands and logo’s they’ve never heard of. Now we know you are very proud of your company and want it to be huge like Starbucks or Pepsi, but you’re not yet. So treat your Twitter profile as if you are attending a live networking event. You wouldn’t put “ABC Company” on your name tag, would you? Tell people your name so they can connect with a human. Do it right and they’ll want to know what ABC Company does.

We continued with Part 2 of our post and you can Read Part 2 now. In the meantime, consider these 9 best practices and upgrade your executional efforts to things that will actually get real results.

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Filed under Engagement, FAIL, Followers, influence, Marketing, Relationship, Results, Social Media, Social Media Marketing, Social Selling, Strategy, Twitter

Social Media Conversations That Become Leads

Conversations within social media is what builds relationships. Those resulting relationships are what lay the foundations for real results like sales, revenue and customer acquisition. But the question I hear most often is “How do you get into conversations that become leads?”

Social media conversations that become leadsOne way to get into conversations is to simply start them with others. For brands this is an infinitely more difficult task given the resources required, the restrictions of certain social networks and simply time. This doesn’t scale well and therefore is often only a small part of a social strategy long-term. Starting conversations with your target audience is effective, but requires massive resources to pull it off with anything resembling return on investment (ROI).

Another and more frequently used approach to starting conversations is something I call luring.

I frequently use analogies to correlate social media marketing to things that most people already understand. I find that many comprehend some of the complexities of social media much better this way. So let’s look at social media engagement or social selling as fishing.

Lure, luring, fishing. Get it?

If you agree that “Content leads to conversations, conversations build relationships and relationships result in ROI“, then we can equate content to a fishing lure and getting a bite on the line as a conversation. The reason for a fishing lure is to attract and catch fish. Different sizes and types of lures are designed to attract different types and sizes of fish. Therefore the right content, created and curated (the lure) in your streams will attract a certain type of prospect and therefore increase the chances that they share, comment or like the content you post (the bite).

Furthering our analogy, if you don’t cast enough times on the day you are fishing, you greatly reduce your chances of getting any bites. Casting your lure into the lake only a few times will likely result in no fish being attracted to your lure. You have to keep casting, reeling in and casting again in order to increase the odds that a fish will even see your lure, let alone be attracted to it. This is why having enough consistent, relevant, valuable content in your streams is so important.

This gets even complex when there are numerous types of fish in the lake, but you’re only interested in catching a specific kind. Now you have to consider WHICH lures (content subject matter) are best to attract that specific type of fish and also how many times you need to be casting and reeling in your lure each and every day in order to get a bite. If you want to attract fish that have a higher propensity to engage with you from the content you post, focus on curating content that highlights the challenges that your product and service solves for your target audience.

5 Social Media Ways To Foster Conversations With The Right Audience -

  1. Enough Posts (Casting) – social network users are logging on and off, and switching from desktop to mobile all day long. If you do not have enough posts all day, every day, you’re likely to be seen less.
  2. Content Type (The Lure) – Whether you are curating or creating content, you need to ensure that what you are posting is relevant and interesting to your target audience. Know what THEY are interested in and post about those topics. This is what will get them to engage YOU.
  3. Crowded Waters – Just because an article is popular or comes from a popular site, doesn’t mean you should post it in your streams. In fact, I would say that in most cases the opposite it true. Sharing content that everyone has already seen, read and shared themselves is hardly an effective strategy. If your peers and competitors are fishing in the same cove of the lake, grab your fishing pole and fish somewhere else where this fish see less of the same lures.
  4. Create Lures – Along with posting curated content, you should also be creating content. Think of this as the experienced fly fisherman that ties their own flies. Know your intended audience (fish) and what they’re interested in and create content that connects their needs, challenges and interests with what you do, without overtly pitching your product or service.
  5. Leads – When you have a “fish on” (conversation started) don’t reel it in as fast as humanly possible. Take the time to expand the conversation around your contact without immediately moving to what you do. Building relationships over time is what gets results. Getting a bite and immediately attempting to land the fish is a great way to rip the hook out and lose the fish altogether.

At the end of the day, social media marketing lead generation is not dissimilar to the real world. Relationships take time and often require many conversations to build trust. Taking the time to earn that trust will open doors to discuss what you do with your connections and turn relationships into leads.

If you’re having the right conversations with the right connections, your conversations will become leads.

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Filed under Brand, Community, Content, content creation, Curation, Engagement, Marketing, Relationship, Results, Social Media, Social Media Marketing, Social Selling, Uncategorized

4 Ways To Reduce or Kill Social Media Engagement Over Time

In a post last week, we discussed an “Easy Way To Increase Social Media Engagement Right Away” where we covered the fact that social media marketing is real-time and the more you respond and engage with your audience in real-time, the more likely they are to do so more frequently. This post is going to take a look at the opposite approach and detail 4 ways that will reduce or kill your social media marketing and engagement efforts over time.

Don't reduce social media engagementIn order to scale social media engagement, you want to build upon the community interaction you have already established. If you are building relationships well, this will mean that the audience that is regularly engaging with you on social media increases and expands. The accounts that engaged with you yesterday and months and years prior should still be engaging with you now, and you should also be adding even more new relationships to those ranks consistently.

Too often social media marketers find themselves in a cycle of “new”. What I mean by that is that the portion of their following that engages them are often their newer followers and friends, yet the larger portion of their community that they have been connected with for a longer period of time engage at increasingly lesser levels. This is often an indication that there may be something wrong with the social media management or processes being employed.

Here are 4 ways to reduce your social media engagement:

- Responding Slowly: If you are managing your social media marketing in real-time as we discussed in our last post, you are going to scale your social media engagement. Conversely, if you are responding hours or even days after comments, shares and engagement, you are showing your community you are not truly engaged. They WILL stop engaging with you over time.

- Never Responding: When your audience comments on your posts or shares your content, a response is imperative. It tells them that they are important and you appreciate their efforts on your behalf. If you do the “post and leave” tactic and/or never respond to comments, they WILL stop engaging with you over time.

- Never Thanking: Social media marketing is really a parallel universe to the real world. Whatever you would do in real life, you should be doing with your social media management. Thanking others that mention you in conversation, share your content or tell others about you is something you would always do at a networking event. Ignoring those that share your content in social media is a sure-fire way for reducing and ultimately killing their engagement with you and your content over time.

- Notification Hell: As we all should understand, every social network is different and they all have their own unique capabilities, technologies and nuances. If you continually put people into notification hell when they share your posts, they WILL share them less frequently.

For example, if someone clicks the like button on one of your posts on Facebook and you always follow that by tagging them in the comment section of your post, you have now put them into notification hell. Every new comment and additional thank you that you make on that post is sending a notification to someone who just liked the post but didn’t comment.  Thank tagging for everything on Facebook will often create a negative feeling that will result in them engaging with you and your posts less often.

It is hard enough to build a community in social media, let alone get that community to see your posts, engage with you and achieve real measurable results. Don’t get caught up in the cycle of new by alienating your existing audience in ways that cause them to stop engaging. Relationships develop over time and giving your community reasons to continue to engage and do so more often, over reasons to stop engaging is crucial to your social media marketing success!

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Filed under Community, Content, Engagement, Facebook, Followers, Marketing, Relationship, Results, Social Media, Social Media Management, Social Media Marketing

1 Easy Way To Increase Social Media Engagement Right Away

There are a few things we know about most human beings. Things that make us human and also extremely unique in the animal world. We are certainly creatures of habit we both consciously and unconsciously migrate toward the path of least resistance and embrace activities that make us feel good inside. We also avoid things, activities and people that hurt our feelings consciously or even unconsciously. These unique aspects about people also correlate with our online connections and relationships.

Increase EngagementThis came up Monday on one of my Facebook threads where I posted about sneezing and subsequently popping my neck and back out. Yes, I know I am old, let’s move on shall we? :-)

In this thread, my good friend Rick Cooper made a comment of – “Rick Cooper – Is there anytime you don’t have a computer or mobile device at your fingertips Robert? You’re the fastest responder in the West!” To which I replied, “Robert M. Caruso – When I’m asleep Rick Cooper. Social media is real time. When people comment it’s because they are there, right then. The best way to get fewer comments on your posts over time is to lengthen the time you respond. Guess the best way to get more engagement over time?”

Social Media RespondingHere’s the full thread.

Whether you are consciously aware or not, you are gravitating to people that spark a good feeling inside your being. People that are helpful, like-minded or provide you value and insight that you connect with. You are also often unconsciously avoiding people or situations that make you feel uncomfortable, unvalued or hurt. With the higher frequency of social media interactions as compared the number often experienced in real life, the life cycle for feelings, good or bad about a specific person or situation are often much shorter. In other words, we do way more online in terms of interactions than we are able to in real life.

Social media is real-time. What I mean by that is that just as in an offline interaction, it is happening right then and each comment/response cycle is not typically spread over days, but happen in the instance the first communication begins. In social media however, some tend to extend the interaction cycle over an extended period of time by not responding to comments on or shares of their posts.

The easiest way to increase social media engagement over the long term is to be in the present.

It is extremely important to understand the parallels between social media marketing and the real world and the subtle dynamics that make the difference. If in fact social media marketing is real time, responding and engaging in real time is extremely important. The fact that someone is commenting on or sharing one of your posts, right now, means that they are present and available, RIGHT THEN.

Unless you are a celebrity that millions are following and hang on every post you make, all the while knowing that you’re likely never going to acknowledge your fan comments, shares or presence whatsoever, you should be, just like in real life. You see, most people have a genuine expectation to be appreciated and recognized when complimenting, commenting or otherwise “helping” someone else. It’s human nature.

Think about it. If you spoke to someone at a party and they didn’t respond, or if you introduced them to someone interested in what they do for a living and they stepped in front of you and pretended you didn’t exist, would you engage that person or share their business card again? Most people that are willing to be honest about their feelings would have to say they wouldn’t.

So the best way to increase social media engagement is to respond in real time. By doing so, you put a few things into motion in your community that make a massive difference over the long term;

1) Feel good – Everyone feels good when they are acknowledged. Doing it in real time increases the chance that they will engage more at that moment, and more importantly, engage you again in the future.

2) Appreciated – When you feel appreciated by someone, you desire to be around them more and know more about them. You make your audience feel appreciated when you are there and responding when they engage with you or your content.

3) Repetitive – In keeping with what we know about human beings in the opening of this post, we know we can subconsciously create repetitive actions with people by making them feel good, appreciated and like you are always there when they are.

People repeat activity that makes them feel good. Responding in real time, when your audience is there and engaging makes this possible.

In our next post we discuss 4 Ways That Reduce or Kill Social Media Engagement Over Time.

 

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Filed under Community, Content, Engagement, Facebook, Marketing, Relationship, Social Media, Social Media Marketing

Should Engagement Be Valued Over Sales In Social Media Marketing

Social Media Confused BrandsIn a word, NO!  Engagement should not be valued over sales in social media marketing. Engagement is simply part of the required functions of social media marketing that leads to Sales, but only when done properly.

A report published by eMarketer last year states that brands believe consumer engagement and brand lift were the number one goals of their social media marketing. Consumer engagement represented a 17% increase in this goal, which replaced “positive sentiment” as the number one goal just a year ago.

The study further shows that in 2011 increasing sales was the number one goal of social media marketing, yet it quickly dropped below 50% by 2012. Now brands seem to be even more confused on priorities, as increasing sales is now cited as the leading goal by 58% of the respondents.

These new statistics seem to indicate to me that many still don’t have an understanding of how social media marketing is best utilized at the brand level. It also makes me think that confusion and lack of proper strategy and execution make changing the primary goal of their efforts an easier migration, then actually achieving real results. Scary? I believe so…

In just three short years, brands have modified their social focus from actually achieving results from the channel to the fluffy measurement of likes, comments and shares as a metric of success. So the question is, should engagement be valued over sales, or should engagement combined with a proper strategy lead to a focused sales, revenue and ROI metric approach?

Here are some questions that I think should be answered by most brands:

1) Is the Effort vs Return worth the time spent to obtain engagement?

2) Are you seeking False Positives in the form of engagement in order to measure how well you are doing?

3) Is the Activity you are performing to achieve engagement appropriate?

4) Is your Strategy and Execution wrong, therefore leading you to focus on engagement instead of sales/revenue?

5) Have you defined your Target Audience appropriately in order to actually achieve sales/revenue?

6) Are you avoiding Sales and Revenue as a top priority because you don’t really know how to achieve that?

7) Are you Changing Your Goals year after year to fit what you ARE achieving, instead of adjusting what you are doing to achieve what you know you should?

I think there are some significant flaws in the thinking associated with this report by the brands that responded. I believe there is a disconnect in understanding effective social media marketing and how to do it. I believe that the limitations brands are self imposing, prevent them from actually doing social media marketing in a way that achieves real results.

What do you think?

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Filed under Brand, Engagement, Marketing, Relationship, Results, Social Media, Social Media Marketing, Social Media ROI, Strategy, Uncategorized