It needs to be said over and over again. Social Media is not marketing. It’s not a if I do this I’ll get this back. Too many corporate environments want to measure everything and place a hard cost and return on investment for every action and every tangible that comes back. It just doesn’t work that way. Yes there are tools that we can use, and we can create a formula for (x number of “likes” on facebook) x (y number of retweetes on Twitter) x (c number of comments on the blog) xblah, blah blah but at the end of the day it doesn’t matter.
It doesn’t matter if you are a Rock Band, if you are a maker of heath care equipment, if you sell aftermarket car supplies, you need to be there for your fans/clients/customers. You need to give them what they need and what they want. A relationship with you before they even meet you. When your clients have a choice as to who to do business with they want to form a bond with you. They want to identify with you in someway. Social Media gives you that opportunity to create that bond and therefore win over customers.