The feedback from the majority of my clients that want to justify investment in social media today are very different than they were two years ago. They go something like this:
The executive team does not understand the benefit derived from our participation in Facebook, Twitter, Slideshare. They see the effort and output but cannot make the connection back to traditional PR measurement metrics or any lead generation activity.
They all know and understand LinkedIn. They feel there is some opportunity to generate benefit – ideally sales leads.
The odds are good that this is what you are hearing or asking at your company now as well. I’m going to cover how I’m responding to this in several posts here in the coming weeks.
I’ll start today by covering a new LinkedIn feature introduced last week that has the potential to be a valuable tool in the kit for engaging customers and prospects and supporting lead generation. [Read more...]
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