You can’t get into social media expecting immediate lead generation. It’s like walking into a party or roomful of people. You start and participate in various conversations. Some will be more relevant than others. It’s another opportunity to build your brand. And when someone responds, it can be a lead.
Can it build business? A wine shop made $50k in sales in one day thru twitter. A building tweets, builds a huge local community and increases traffic. A fashion company follows pop culture, breaks stories and gets featured in traditional media. Companies that are most successful (including P&G) outsource it.
Specialist social media agencies have a lot to offer. It’s still so new and there are lots of specialists in different areas. It’s important to have the right strategy, content and distribution. I’ve had the opportunity to meet some of the best and brightest in the space (the coolest companies!)
Certainly some PR firms, advertising agencies and internet marketing companies are doing a terrific job, too. Of course most all agencies now say they offer social media services. Be aware that posting a FB page is not a social media strategy!
And it’s not necessarily a priority for every brand. To get involved, just for the sake of it, is not a good idea. It’s not “free”; it’s still a considerable investment in time. A strategy has to be very well thought out. If you are handling it internally, you must the have time and resources in place to manage it. It’s all about reaching your target audience, building the right buzz for your brand and positively affecting your business.
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