Social media marketing presents a tricky paradox: everybody knows they need to be doing it, but very few people know how to do it right. Thats because its extremely difficult to determine the return on investment of social media marketing, which is why gurus in the space frequently rely on words like engagement and driving conversations instead of sales (warning: Ill be using these terms too, but in their proper context).
So why bother? Because the hype around social media is mostly justified. A new Nielsens report shows that people spend close to a quarter of all of their online time on social networks, and this number is expected to grow as more users and functionality are added to the social web. Some have even said that social networks, and the relationships embedded within them, present an alternative to the traditional web, and will eventually supplant search engines like Google as the central hub for finding information. For better or worse, social media will only continue to grow in importance in the near future.
Read the rest of the post written by ReTargeter’s Hafez Adel on the TurnHere blog.