©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
In order for companies to realize the maximum benefit from social media marketing, there needs to be a reasonable effort to set goals, forecast resources, and manage expectations.
The low-hanging fruit of social proof in the form of “likes,” followers, and friends has a very different value than comments, content sharing, referrals, and other forms of engagement. Many companies (and their agencies) tout superficial metrics as evidence of success. The problem is, associating business value or revenue with 10,000 Facebook fans is a difficult sell in a boardroom.