The Fusion MarkeTing BiBle
Don’t jump into social media without a plan. One Fortune 500company I consulted with had more than 19 million riends, all chat-ting about its products. At rst I was impressed, but once the initialexcitement about the number wore o, I asked, “So how are you mon-etizing that?” The people present ell silent, looking like deer in theheadlights. They were using a tool, but they didn’t have a strategy. I you’re not monetizing your riends, your tweets, your e-mail lists, andyour blogs, then why are you using social media?
you doshould be directly related to revenues. I it isn’t, stop doing it!Facebook, Twitter, blogging, and YouTube aren’t strategies,they’re tools. Having a large number o riends, ollowers, and read-ers is great exposure, but you have to do something with those eyes,ears, and credit cards.
develp Cle Cve sey
Develop a clear, individual, well-dened conversion strategy that willultimately increase your revenue.Increasing your likes on Facebook could be a specic conversionstrategy. Increasing your ollowers on Twitter could be another strat-egy. Building your e-mail list could be another. Getting more conver-sation and comments on your blog might be one, too. But how do youconvert this activity to revenue? That’s your next strategy.