What’s the ROI of Social Media?

Comments: 1

  • The answer is simpler… it’s ALL about engagement. Amplification is an outdated idea… do you email your email subscriber base each time you have something to say (warn you, it would be worse in social)? Sentiment is an imperfect technology at best (is “bad” good?). And coupons are a driver, an enabler. In the end it’s about getting an echo back from the market, engagement… or as you say, close. Personally, I disagree with the use of the term in this format. Close implies conversion, while that is the best of all situations, social is very top of funnel and too far for cookies to reach. Engagement is a strong proxy.

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