Many businesses and non-profits believe that simply building a page on a social site (ie – just being there) will bring in new prospects, business or donations. I like to refer to this as the “Field of Dreams” approach. Unfortunately, “build it and they will come” doesn’t apply to social media marketing. Just like any other marketing channel, you have to be dedicated to utilizing social media in creative, engaging ways to promote customer conversations. It is those conversations that not only add value to the consumer, but potentially create new revenue opportunities for you, if you’re diligent.
Recently, I had the honor of being invited to attend the Forbes Reinventing America Summit in Chicago. The summit is a one-day conference bringing together some notable figures across the spectrum in a mix of one-on-one interviews and panel discussions. Some of the diverse topic titles included “The Future of Making Things”, “The Skills Gap”, “Betting Big on the Heartland”, “The Digital Factory” and “The Rise of the Rest”.