The bottom line with social media

I just finished giving a presentation to the St. Louis PRSA chapter on Social Media and its role in business strategy. There were a lot of great questions at the end and I think people walked away with a little more to think about than before. That was a goal. There is so much potential out there right now and we just have to maximize it.

One point that I made in haste, but it worth repeating, is the real goal of any social media campaign. That is, you have to be able to show that it affects the bottom line or sales, whatever that measurement of sales is for a particular company. Some measure it in revenue, some in leads, some in web traffic. However you do it, it has to be effective. Otherwise it's just a fun way to waste time.