The final mistake is to think of social media in the same way that you might think of outbound sales activity.
Think about it:
Cold calls, e-mail blasts, direct mail—for those things, the natural question to ask is, “OK, how much did we SELL TODAY?”
You made 100 dials, you connected with 20 humans, you had 14 conversations, you qualified five serious prospects. “How much did you SELL TODAY?”
You sent 10,000 postcards. ...