Why do companies use social media? To drive sales, of course. That's what drives most parts of a business. But do increased sales follow engagement? That's the question IT Business Edge editor Ann All asks in a recent blog post.
Social-media consultants have consistently argued that a conversational approach, rather than a hard-sell approach, is most effective in engaging customers. But many companies aren't interested in engaging those on social-media platforms unless they eventually buy something. One additional problem with this whole conundrum is that it's often difficult to gauge how much in sales is made from social media platforms.
Nevertheless, social-media expert Jason Falls has some suggestions for companies that will help them move toward a possible payday with social media. He says to entice Twitter followers or Facebook fans to subscribe to newsletters that include calls to action, for instance. Or include a link that helps folks buy products that are mentioned on a blog.
Ultimately, All says:
Social media can also help companies improve their customer service and serve as a sort of focus group where customers can offer ideas that lead to product developments or improvements. Both of these functions will -- yep, you guessed it -- help drive sales.
Here some resources in the Knowledge Network that will also help your company benefit from social media.