Social media marketing seems to fail for most companies. The medium is very new, and it is not just about opening a Facebook, Twitter, LinkedIn account and getting people to sign up. Also, one cannot measure the success of social media marketing via traditional metrics.
Social media is currently a branding play. Success is defined by the number of people who hear about your brand favorably in relation to your product sector. Don’t expect them to convert to customers right away there. 75% of today’s buyers are influenced by what they hear about the social spheres. These people then return to traditional online channels to make a purchase or submit a lead.
Using keyword or site targeting, marketers can target this audience and get them to convert. This strategy is in line with the basic marketing principle of building trust over seven exposures of your brand to potential buyers.