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I am the founder and creative director of Enerica, a full service media agency helping small and medium businesses succeed. I have been working with various communications outfits for more than 10 years – in government, business and non-profits. My interest is in strategic communications, content management, accessibility, usability, brand marketing and publishing.
Great post Steve! Do you have any stats on the click-through rate or other engagement metrics (time on page, etc) for major social networks? In our experience, social sharing doesn't necesserily equate to engagement with the content. In many cases it's done automatically without the content being read or interacted with. Any thoughts on this?
Our take on the "likes" and fans is that each of them could be a long-tail direct or indirect sale. It may take time for such a lead to convert, but we take a chance. We think the ad industry is too much driven by immediate ROI and disregards long term benefits of social engagement.
Great points Lauren! I personally find that our Twitter engagement is directly correlated with the amount of work we put in our Twitter account, however Twitter following is different from Facebook and Goolge Plus. The second we drop the ball, we start seeing follower reduction almost immediately.
Thank you Ramesh, yes, I don't think we will be using LinkedIn for advertising anymore, but we are preparing for a Facebook ads campaign soon and will certainly share our experience here...
Great post and analytical work. Thank you.
Ram, thank you for sharing your experience. I am sure there are ways to make Twitter Ads work for you, but as you say, it most likely would be very expensive and with not enough geo options. For how long did you run your campaign? What was your average cost per engagement, using the Twitter number?