Guys, calm down... :lol: Facebook is right behind Google when it comes to traffic but does that really mean that it is an effective channel for every type of business to generate sales?
I think most of us conclude too early when it comes to social media. We can't wait to set up a social media presence on Facebook, Twitter, LinkedIn, Pinterest, etc. (quoted from a user above. Really? Set up and manage a presence on all of these at the same time? Go try it! LOL) without considering about the time we have, the purpose of our presence and the dynamics of the community. Some of us are even getting a Facebook page and Twitter profile simply because somebody else has them.
Here's the fact, at least from my experience working with small businesses on marketing. When it comes to sales, social media can be essential for certain businesses and it can become a time sink for many other businesses. I'm not saying that social media is worthless, they could serve other purposes such as building a community around your business or for customer service (in fact, you should also test to find out which platform is best for these purposes) but when it comes to sales, they key is to test and this is extremely important especially when you don't have a lot of resources, both time and money, to spend on marketing.
Identify a goal on your website and schedule a fixed amount of time to be spent on every social media platform. From there, use tools such as Google Analytics to track goal completions of visitors coming from these social media sites. This way, you can find out the quality of visitors. Certain social media sites like StumbleUpon can be great traffic drivers but the quality of visitors sucks.
So, before saying social media is the best thing ever next time, shall we ask for a context from the thread starter so that we can all start to offer better replies?
Of course, discussions are always welcomed. Feel free to fire my rant too.