Sunday, June 10, 2012

When “Like Us” Doesn’t Equal Buy From Us (and What to Do About It)

Tanya Shaw writes how everyone wants to take advantage of the new marketing channel social media offersand suggests an integrated approach which is not limited to being "liked".

Shaw writes that the idea that we can drive sales to our storefront or website by being friendly, talking about ourselves, and engaging with our fans is an appealing and intoxicating one. We can offer some coupons, promote our specials and sales, and people will be flocking to our stores. Give us a “thumbs up” on our Facebook fan page, a friendly tweet on Twitter, a share of our blog post, and we are bound for social media success, right?

As it turns out, the answer is no.

She goes on to say that you don’t have to spend much time on social media before you start to see the difference between a “like” on Facebook, for example, and an ultimate sale. The metrics can be tricky to track. The types of customers happy to like your page if you give them a free gift via a contest are not necessarily interested in actually buying your product. In the end, having more fans and followers does not guarantee increased sales.

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