When discussing the effectiveness of social media, we always prepare ourselves to answer the ultimate, decision-driving question – “When will we start to see a difference in sales?”

That, of course, is the wrong question to ask. Naturally, the strategy behind the entrance to the social media realm can be customized to influence sales as much as possible.  Promotions and activities can be designed to drive traffic to homepages and online stores – coupons and codes can be awarded that can be brought right into retail locations.  Success in social media, however, can’t be completely summed up in a rise in sales. (more…)