ROI is hard to prove for social media marketing, but most executives intuitively realize that social media is good for building thought leadership. With credibility comes trust. With trust comes referrals. So are firms putting the cart before the horse when linking social media investment into lead generation activity?
As @B2Bento commented in a recent #B2BChat: “Without crossing the thought leadership and engagement bridge – jumping to lead generation is suicidal”. His comment implies that if thought leadership and engagement strategies are first worked out, the next step might or should be lead generation. I concur.
I certainly believe that the overall marketing strategy and the thought leadership strategy need to be mapped out together. And of course from that strategy spring tactics around lead generation and brand building. We are all in this together.