Social Media Marketing is like a relay race

Dr. Aniruddha Malpani asked about the efficacy of Social Media  Marketing in a post. I posted the answer there – but am putting that here for wider circulation:

  1. I was skeptic about Social Media Marketing before I made it work. Its OK to begin with doubt so that you can end with confidence!
  2. Its a relay race. Social Media Marketing alone is not enough. Think of Social Media Marketing + Social Selling + proper CRM tracking + kick-ass Sales pipeline-progression + brilliant closure to make Social Media Marketing shine.
  3. Good Social Media opens door. It’s what you do afterwards with the ‘dangling conversation’ that matters. Social often gets pilloried for fault that lies elsewhere.
  4. Number of likes per se don’t matter. Number of likes + conversion to opportunities + conversion to closure taken together & the 5 ‘whys’ behind them is what matters.
  5. Marketing ROI is a tough nut to crack. Lots of activities are not ROI intense, but still need to be done. The bigger point is talk about ROI only after your tracking & attribution mechanism is crystal clear. Caveat emptor! What works for one industry doesn’t necessarily  work everywhere. We are B2B focused and have made Social Selling++ work there.

Making sense? Your thoughts?

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