Does social media drive sales?

January 7, 2014By Simon FosterDigital Media Training, Media Evaluation Training, Media Planning Training, Social Media Training

The question of sales generation is a growing problem for social media. Despite all the hype, it’s almost impossible to find any conclusive cross-category evidence that social media drives sales.  Yes, there are some isolated examples of success; Dell’s Twitter pages announces some great deals and I’m sure ASOS can whip up a bit of extra … Read More

Facebook ‘likes’ don’t increase brand preference or sales

May 9, 2012By Simon FosterAdvertising Evaluation Training, Digital Media Training, Media Planning Training, Social Media Training

Here’s an iron for the fire: “Facebook ‘likes’ do not cause increased brand preference or increased sales so marketing campaigns designed to increase the number of ‘likes’ are unlikely to increase brand preference or sales.” I was moved to develop and explore this hypothesis after reading an article on the real cost of brand building … Read More

Social Media Metrics Made Simple: Focus on Sales and Customers

February 20, 2012By Simon FosterAdvertising Evaluation Training, Digital Media Training, Media Planning Training, Social Media Training

I am amazed that so many people spend so much time defining and discussing social media metrics. Why? Because the answers marketers (and shareholders) want are very, very simple. Marketers want only one thing from marketing budget investment. Marketers want sales – sales are key; almost everything else is a proxy for some point on … Read More