There are so many reasons to do social media marketing as an organization. You can use it for branding, thought leadership, customer relations, public relations, and, of course, an enhancement to SEO. But when it comes to lead generation, social often falls flat. Organizations that look at social through a lead-gen lens often feel disappointed when they realize the many hours of social media content development and management they invest in don't yield the highly measurable ROI they get from other online marketing activities. Worse, once they have built up a community, however small, they feel trapped and obligated to keep the lights on.
Let me first state the obvious and then we will get into lead gen. First, in order to yield ROI from social people you must understand that it is analogous to the entire web. It services many masters and you are not just doing it for one reason like lead gen. You must do it for all the reasons one would use the web as a whole for - branding, thought leadership, customer relations, public relations, enhancement to SEO, and lead generation.
However, this column is about lead generation, so let's get into that. Here are some tactics that can help add lead generation and actual measurable results into the mix of your social program.
That's what I have for you for now. Of course, please free to add your tactics in the comments section below and please share this column!
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Many of ClickZ's leading expert contributors will be at ClickZ Live, the new online and digital marketing event kicking off in New York (March 31-April 3). Hear from the likes of: Jeremy Hull, Lisa Raehsler, Andrew Goodman, Bryan Eisenberg, Mathew Sweezey, Aaron Kahlow, Stephanie Miller, Simms Jenkins, Jeanne S. Jennings, Dave Hendricks and more!
As founder and CEO of Overdrive, Harry Gold is the architect and conductor behind the company's ROI-driven programs. His primary mission is to create innovative marketing programs based on real-world success and to ensure the marketing and technology practices that drive those successes are continually institutionalized into the culture and methods of the agency. What excites him is the knowledge that Overdrive's collaborative environment has created a company of online media, SEM, and online behavioral experts who drive success for the clients and companies they serve. Overdrive serves a diverse base of B2B and B2C clients that demand a high level of accountability and ROI from their online programs and campaigns.
Harry started his career in 1995 when he founded online marketing firm Interactive Promotions, serving such clients as Microsoft, "The Financial Times," the Hard Rock Cafe, and the City of Boston. Since then, he has been at the forefront of online branding and channel creation, developing successful Web and search engine-based marketing programs for various agencies and Fortune 500 companies.
Harry is a frequent lecturer on SEM and online media for The New England Direct Marketing Association; Ad Club; the University of Massachusetts, Boston; Harvard University; and Boston University.
March 19, 2014