Everyone shaded Twitter when it first appeared. It was perceived as a fringe microblogging platform. “Techies posting about their breakfast,” they hissed. Now, it’s a mega-force in the mainstream. Haters stay pressed.
Any technological success we see these days, however, face the same problem once it’s successful. It’s free. That’s why Twitter’s API change was so controversial. As if the losing drag queen in a ballroom competition, developers raged.
Let’s break it down. Look at this phenomenon, in all its ubiquitous glory, and test your ability to convert it into leads feeding the bottom line. Nobody cares unless it results in revenue.
Everybody froths at the mouth about follower count and retweet value. But who saw your landing page? Did they buy it?
The biggest challenge you’ll face is others demanding a return on very little investment. Frankly, 59% of retailers don’t know how to identify their returns on social media. Moreover, 56% of brands admit tying social media to their business outcomes is their biggest challenge.
Filed under ROI
