- "We started our Twitter presence back in 2009. We currently have 449 followers, though we sell $60,000,000 of merchandise. We've sold $2,000 on Twitter in two years. In fact, we think we've also sold $2,000 via Facebook. We do what we're supposed to do, we listen to customers, we engage customers, we offer discounts and promotions. Nothing works."
... we have to ask ourselves a question.
- What percentage of our current customer base and prospect base is comprised of Traditionals, Transitionals, and Transformationals?
Catalogers, by and large, cater to Traditionals. So we have to ask ourselves ... what about Social Media so improves the shopping experience among Traditionals that Transitionals would abandon catalogs, websites, email marketing, search, and any other channel in order to instead use Social Media to initiate commerce?
Be honest ... what about Social Media so improves the shopping experience among Traditionals that would cause Traditionals to abandon existing channels?
This is why various channels "don't work" ... we fail to align a marketing tactic with the audience most likely to embrace the tactic.