I have a confession to make. Three years ago, I didn’t know much about how social media could be applied to business. As a classically trained direct marketer, I struggled to reconcile this new platform with what I’d been trained to do my entire career; drive quality responders at the lowest cost possible. It was difficult to find 1:1 correlations between investment and return in social media marketing. Besides, there were more fundamental things to tackle that would bring us results faster.
On the other hand, I recognized businesses would not be exempt from the massive change sweeping people-to-people interactions. Increasingly, our customers would want to interact with us through these same channels. Intellectually, I knew I had to expand my skill sets and evolve as a marketer in order to stay relevant. Continue reading