Don’t Do Social for Social’s Sake

Using social media in a marketing campaign for the sake of using social media is about as nonsensical as many Facebook wall posts. Ineffective implementation of social is a growing and problematic trend among traditional and digital marketers. However, recent findings released by Econsultancy.com may put a stop to the social madness.

According to the Econsultancy.com report, paid search eats up the bulk of online lead generation spend. Online lead generation makes up nearly half of B2C sales. What does this have to do with social media? Nothing and everything. It’s about refocusing social media to effectively engage audiences.

Incorporating social into an online lead generation campaign or any performance marketing initiative can leverage consumer interest and be a great branding tool. But having a Facebook or Twitter page to promote your products and services is worthless without utilizing performance marketing expertise to drive conversions and results through those social networks. Social media can benefit your paid search and online lead generation campaigns in the short-term and long-term as long as you are using them for engagement’s sake.