A closer look at some tactics that can help add lead generation and actual measurable results into the mix of your social program.
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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