Sep 16 Posted 3 years ago
Great article, but let's not pretend social is "free". It takes a lot of time and effort in varying degrees to build a credible audience in which to send these Tweets out to, and especially if you want your Tweets responded to and Retweeted.
This minomer with "hey it's free, ya set it up and then you get to blast stuff out to a huge audience" is why many companies fail to get an ROI on Twitter (and of course the same goes for ALL social networking). They buy lists or just start Following everyone and their mom with no strategy.
And that is the imperitive part: building an audience of advocates and prospects that help propel the sales funnel. And THAT takes time=money. Then creating *valuable* content (not just links to today's news) long term that will be attractive to a targeted audience takes time=money.
Its a marathon, not a sprint. And when looking at the sales cycle and even human nature of building trusted relationships, it takes time. And we all know that time=money.
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