Comments on: Brands Realize There Is More to Social Media Marketing Than Twitter and Facebook https://www.corporate-eye.com/main/brands-realize-there-is-more-to-social-media-marketing-than-twitter-and-facebook/ ...compare, compete, excel Thu, 26 Jan 2012 08:03:46 +0000 hourly 1 By: markdisomma https://www.corporate-eye.com/main/brands-realize-there-is-more-to-social-media-marketing-than-twitter-and-facebook/#comment-13555 Thu, 26 Jan 2012 08:03:46 +0000 http://www.corporate-eye.com/blog/?p=39672#comment-13555 Hi Susan – Some very interesting numbers here, and proof I think that ‘inbound marketing’ is finding its feet. Slowly, some of us would say far too slowly, the real business case for and the financial value of social marketing is emerging. comScore’s Linda Abraham and Buddy Media’s Mike Lazerow reference research showing that a “share” on Facebook can lead to $2.10 in incremental sales, for example, and drive up the average conversion rate to 10.2 percent per share. That’s the good news.

The bad news is that in the hunt for volume and more awareness, marketers are increasingly looking to buy loyalty through incentives. It’s an effective catch up tactic at one level, and a very misleading one at another, because as Alexis Dormandy points out, if Likes are being bought, what are those Likes really worth?

My concern is that marketers may well use tactics such as these to catch up to consumers. The real question is, how long will consumers stay with marketers that employ such tactics? What are marketers really buying? I discuss this in more detail here: http://markdisomma.wordpress.com/2012/01/23/likeable-brands-debating-the-true-value-of-likes/

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