The Importance Of Social Media Defense

SYSOMOS BLOG — Amid all the chatter recently about ROI, one of the major themes is how the paramount goal for social media is driving more sales. It’s an idea based on the belief that if more revenue ain’t coming in the door, then it’s difficult to justify making a major investment in social media. There are a few holes in this theory. First, social media is just one element of a company’s marketing/sales mix so putting the spotlight on social media without also scrutinizing other marketing and sales activity efforts is a mistake. Second, the focus on driving sales has much to do with the offensive side of social media but it deflects attention away from the important defensive role played by social media. Say what? The defensive side of social media?...