Explore Social Media's Link to Database Marketing
Social media, or any form of marketing, is successful if a visitor in April becomes a buyer in November. A focus on short-term conversion rates misses all of the long-term successes that exist.
Success begins with data capture, so start small. Simply capture the most recent date you observe a social media visitor interacting with your Web site. Next, measure the long-term behavior of this kind of customer. Finally, act upon the information.
The secret may not be in managing a wonderful social media program, but in the implementation of a direct marketing strategy based on prior social media customer behavior.