Brands of all sizes are struggling to find their social media “voices” to meaningfully participate in the conversations surrounding their brands and industries. They want sales — not just engagement — and rightfully so.
Awareness. Inc. has just released a short eBook centering on what the company calls, “The Social Marketing Funnel.” The free download offers a model that sits comfortably with legacy business activities and charts best practices for social media marketing and sales.
The Social Marketing Funnel: Driving Business Value with Social Marketing, surrounds the presentation of its model with survey results, case studies and insights from leading social media thought leaders. It’s a nontechnical piece that can used to introduce the business facets of social media to divergent company stakeholders.
With extensive discussion of measurable activities, the eBook argues that social media has become too large and active to ignore. It encourages companies to tie social media measurement to enterprise-wide goals and expected benefits. Further, it suggests focusing on metrics that matter to stakeholders based on their roles. This approach can be of value within companies seeking to “convert” a broad spectrum of employees to brand advocates engaged in their social media initiatives.
One of the great things about definitive business models is that there is so many of them. They cannot be helpful to companies if they don’t get used. The Social Marketing Funnel presents a model many companies can apply. It goes deep enough into a broad range of social media decision points to help companies to understand — and create — structured social media sales and marketing.