Social media expert Ian Cleary explains some fundamentals social media marketers still can’t seem to master, as well as next-horizon ideas to apply in 2016.
CCO: What do marketers struggle with most in social media?
Cleary: Building an effective sales process from social media. Marketers are great at building engagement and relationships, but not so good at driving all that engagement to a sale or thinking of social media as part of the sales funnel. When building the sales funnel, you need not only a social strategy in place, but also access to analytics, access to email marketing, etc. … There’s a disconnect there; those working in social media often don’t have access and influence with the right people across the organization…
