The use of social media is excellent for retaining consumers and encouraging loyalty, but it probably won't be the activity for driving lead generation efforts. That's because you'll need to lead clients to your Facebook page or Twitter feed if you want them to follow your posts and shares. Nevertheless, it's a good idea to maintain a sizable pool of social network followers.
Unfortunately, most companies are relatively cavalier with their online friends and contacts. While 52 percent of customers like, follow or subscribe to an organization's social media presence, at least one-third will sever that connection within a year, according to Relevation Research. The margins are slimmer for B2B relationships because companies have even less time to spend following other organizations.
Avoid taking social media followers for granted. While platforms such as Facebook give marketers an excellent opportunity to raise awareness of a promotion or product, the lead nurturing value of social media has more to do with SEO than client retention. With a large pool of online followers, your company can share links to blog posts, news articles and web pages. When these businesses share things, the search engine value of such media increases and allows more new clients to come into contact with your official website.