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
social media training
Facebook ‘likes’ don’t increase brand preference or sales
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
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
On a clear day: Measuring ROI in Social Media
Measuring ROI in social media is a big concern for marketers as they consider moving budget away from traditional media channels and into social media activity. But before they can invest in social media, marketers need to get an idea of what it can contribute to their brand. This has driven a debate about measurement … Read More
Can marketing use social media networks for advertising?
So the mighty P&G has spoken about social media. When these companies speak the marketing community has to listen. These guys think long and hard about the issues to cut straight through the hype. I know because I did it for Unilever. I worked directly with Unilever digital teams to help them understand the real … Read More