The Financial Times Guide to Social Media Strategy

CHAPTER 6

USING SOCIAL MEDIA TO ENHANCE YOUR SALES AND MARKETING

Why this matters

The majority of organisations regard the use of social media as primarily a marketing function.⁷⁰ Although it can contribute across many parts of the organisation, the benefits for sales and marketing teams are compelling:

• Reaching and engaging audiences where they spend much of their time – most of us are spending an increasing amount of our leisure and professional time using social media and, despite concerns about ‘fake news’ and the reliability of the information provided, for many people social media is their preferred channel for news, information and entertainment.
• Supercharging networking and prospecting – social media has been described as ‘networking ...