At Strategic Communications Group (Strategic), we have been
working on a social media marketing campaign that has surpassed all client
expectations when it comes to audience engagement.

Our editorial strategy proved to be spot on.  Readership has grown month over month with a
healthy mix of new and returning visitors.

You’d think we would be hitting high fives and chest
bumps.  There is a problem though.  While important, awareness and positioning
are not our benchmarks.  It’s lead
generation and in this area we have fallen painfully short.

It is certainly not for a lack of trying.  We started with a free offer to motivate
readers to identify and share information about their needs.  No go. 
We then moved to a multi-tiered premium content strategy with required
registration.  Little response. 

So now we have scheduled a Webinar exclusively for readers
of our social media site.  Our hopes are
high…we’ll see.

I should be more frantic about our lack of prospect
identification, right?

Make no mistake, I am concerned.  Yet, I also recognize that with social media
we can test multiple tactics within the timeline of a program’s duration and
without dramatic impact on budget.

This is not the case with traditional advertising and direct
marketing programs due to the steep budget requirements associated with media,
production, printing, postage, etc. 
These tactics are unforgiving as a company is basically afforded one
shot to get it right and produce a measurable impact.

A multi-million dollar ad campaign that is met with a
lukewarm reception results in the advertiser searching for a new agency and, in
some instances, a chief marketing officer out of a job.

Unlike many consultants who argue that social media is
merely for community and conversation, I’m wedded to the belief that companies
should demand an ROI aligned with lead generation, sales cycle support and
search engine optimization.

Yes…it makes the design and execution of social media
marketing campaigns more challenging. 
But, there is time to test approaches and the lower funding requirements
produce a client that is more patient and understanding.

Now I just need this Webinar to work.

Marc Hausman is president and CEO of Strategic Communications Group, a public relations consultancy based in Silver Spring, Maryland.  Read more at http://www.strategicguy.blogspot.com.