So often we see companies that want to “leverage social media” but aren’t actively engaged in digital communities. It’s an easy mistake. you get busy. Digital relationships become less important to manage than the ones with customers who call or walk into your business.
But this transactional view of digital media is the marketing equivalent of a startup that doesn’t eat it’s own dogfood. Credibility suffers when visibility declines.
Activity in the Right Communities Produces Measureable Value
Key is understanding which communities are valuable and tracking a way to connect from digital community to realized revenue. It’s the stuff that most agencies don’t want to dig into because it requires *gasp* accountability to the metrics.
we see this as the biggest change in the digital marketing realm. we know if it’s really working. more visits are real. increased inbound calls are real, foot traffic is real, ticket sales are real, product sales are real.
If you aren’t getting these from the digital environment maybe its time to rethink your dogfood.