Directly connecting social media activity to sales is an ongoing challenge for many businesses. The problem is that attempting to find a ‘direct connection’ to some extent ignores the ‘social’ aspect of social media, as well as the non-linear path to purchase.
There are many ways that you can use social media to great effect that have absolutely nothing to do with creating content.
Consumers’ brand preference and purchase intent is being influenced in the pre-market stage of their purchase path. That is, they are making critical decisions that will influence their purchases even before they are thinking about making a purchase.