Social business represents a significant transformational opportunity for organizations. Many companies, after initial forays into external social media, are now realizing the value of applying social approaches, internally as well as externally. Social business can create valued customer experiences, increase workforce productivity and effectiveness and accelerate innovation. But many companies still wrestle with the
organizational and cultural challenges posed by these new ways of work. A new IBM Institute for Business Value study, based on responses from more than 1,100 individuals and interviews with more than two dozen executives from leading organizations, reveals how organizations can use social approaches to create meaningful business value.-IBM Institute for Business Value
Getting your 100,000th “Like” on Facebook, or having your latest pearl of wisdom retweeted 200 times is all well and good, but are these activities driving revenue? attracting talent and bridging the collaboration gaps in your organization? Is your use of social media allowing your organization to engage with the right customers, improve their online experience and tap into their latest insights and ideas? Does your social approach
provide your customer-facing representatives with the ability to search the globe for expertise or apply learnings?
These are some of the questions worth thinking.
I’d argue that having your pearl of wisdom retweeted hundreds of times is going to increase your visibility and credibility online, will drive visits to your website by qualified parties interested in learning more and thus will grow leads that it’s your job to close as sales. That’s how it works at our business. So yes, tweeting can drive revenue! 😉
I agree with you as in your case you are backing this activity with lead generation and sales closing as you mentioned. These questions strongly apply to an organization that is doing lot of effort on web and social but not following it up with lead generation and closing with sales team.