Selling Social
Social media is essential for brand-building—but can it help you sell?
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Sean Norris
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And then there's the opposite extreme. Some businesses lean too hard on social media, buying into the buzz that retweets and likes are the future of marketing. They may be right, to an extent, but investing in social media at the expense of traditional marketing channels is a major risk. "We have found followers, likes, etc. fairly irrelevant to a B2B company's overall success in its marketplace," Marin noted. "In fact, in several cases we found social media getting in the way of a company spending adequate time in business development. One key to producing effective social media is to build the program as one element among many, not as a stand-alone activity."
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- Companies:
- American Solutions for Business
- People:
- Justin Zavadil
E
Sean Norris
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Sean Norris is editor-in-chief for Promo Marketing. Reach him at snorris@napco.com.
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