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How to Make Money with Social Media: An Insider’s Guide to Using New and Emerging Media to Grow Your Business, Second Edition by Reshma Shah, Jamie Turner

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6. Why Your First Social Media Campaign Didn’t Work

The vast majority of businesses use social media to connect with customers, yet only 12 percent can tie their efforts directly to revenue.1 Why is that?

Why aren’t 100 percent of those using social media tying it to revenue? Seriously, if you’re spending $1 in business, it has to provide a return of $1 + X%. Otherwise, there’s no point in making the investment. Even social media campaigns designed as customer service platforms essentially make money by either reducing churn or lowering costs.

Think of it this way—if you hired an employee and they cost you $50,000 per year, in some way, shape, or form, they have to earn your company $50,000 plus another $5,000 or $10,000 on top of that. Otherwise, ...

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