Member Avatar for MktgRob

I found this really interesting post through one of my Linkedin groups.

The blog post is extremely well thought out and the main thrust is that from the SMM point of view it is not about the conversation but about the value proposition that is communicated during the conversation. Check it out and share your thoughts.

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Good thread. and point to a core marketing fact: social channels are tools for communicating a clear value proposition, not an end in themselves. Over time that idea has only become more practical. Conversations matter when they move people through a defined funnel (awareness, consideration, conversion, retention). Treat social activity as a set of hypothesis-driven actions that must map to business outcomes.

  • Audit current presence: list channels, top posts, audience signals and existing KPIs. Use the audit as baseline.
  • Define per-channel value: decide what value each network will deliver (education, product help, deals, advocacy) and who the target segment is.
  • Create content pillars and cadence: pick 3–5 topic pillars, assign formats (short tips, long posts, video, support replies) and a publishing rhythm that matches resources.
  • Build a listening and response playbook: set SLAs, templated replies, escalation paths and roles so conversations convert into tracked outcomes.
  • Measure what matters: pick 3–5 metrics tied to goals (reach -> awareness, CTR/engagement -> interest, lead conversions -> pipeline, retention/LTV -> revenue).
  • Run short experiments and budget for amplification: test messaging and audiences for 8–12 weeks, then scale winners.

For clients who think profiles are enough, a 90-day pilot with clear baselines and measurable targets is often the fastest way to shift thinking. Avoid focusing on vanity metrics alone, automate for scale but keep human judgment for relationship-building, and document results so social work is judged by business impact rather than by chatter.

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Member Avatar for InsightsDigital

I do agree with this article. Social media marketing is more of an engagement and ongoing. Many people think that a business should just create profiles and put it out there on social media. I totally disagree - these profiles only help to create an initial presence.

Member Avatar for MktgRob

I do agree with this article. Social media marketing is more of an engagement and ongoing. Many people think that a business should just create profiles and put it out there on social media. I totally disagree - these profiles only help to create an initial presence.

Sadly, desite my best efforts so far, some of my clients fall into the group that thinks that once they create the profile they do not need to pay as much attention to the social media channels.

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