We've been working with Gordon Down & Company Ltd to put together a social media network which can engage with their clients. One of the key issues in all cases we deal with is measurability of success with social media marketing, and this was the first thing we addressed with the Managing Director.
Firstly, measurability is not something that can be considered in terms of increased sales because social media channels don't facilitate financial transactions. Certainly, if a new customer is looking to purchase a product on-line they are unlikely to go through things like Facebook and Twitter in order to complete those transactions. Social media is a way of finding out more information about something or someone.
Therefore, clients must consider social media marketing as a way of giving people a snapshot of their organisation; the team behind it; and the services on offer. It's a way of allowing customers (both current and potential) to get a feel for who they are and develop a relationship before a transaction takes place. From that relationship they can build up trust and this can lead to increases in sales over the long term. However, clients must get to grips with 'giving away' advice and guidance first and this is often a concept that is difficult to comprehend.
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