Keeping social media in its rightful place.

As with anything that is fresh, new and holds so much promise, social media discussions are everywhere. Twitter, Facebook, LinkedIn and other social media are the focus of topics on Webinars, at seminars, in articles, and at conferences. Heck, social media is being discussed on social media.


And rightly so, as social media provides fresh opportunities for word-of-mouth branding and engagement with prospective customers.


Seen from your company’s bottom line, however, social media should probably command no more than 10% to 15% of your overall marketing budget. That is because marketing offering free information, Webinar invites, product demos, operational assessments, and other campaign tactics — delivered via email, direct mail, and online and offline ads rather than social media — directly yields trackable leads and sales, and will continue to do so.


Supported by a strong buzz in targeted social media and other public relations outlets, those marketing campaigns will now perform even better.

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