There is no disputing the fact that social media, with its numerous platforms, has enabled companies and brands the ideal opportunity with which to engage and interact more with clients and potential customers. To then be able to gather information that is garnered from these sites and use it to effectively target them with content, products and specials that they actually want, is a massive bonus and one that needs to be carefully considered.Despite this, while engagement, interaction and feedback are welcomed, these aspects can only really be measured in terms of new fans, followers, retweets and status updates. But what about the bottom line, what about the ROI potential that social media offers? Because it’s notoriously difficult to track on a social media campaign, and because marketing budgets are tighter than ever, many companies are reluctant to implement strategies that can’t be directly linked to conversions, sales, new clients and profits.
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