I was doing some recent work on creating a social media programme, and the mantra kept returning to one sentiment: whatever we do, it’s all about increasing sales for the client.
How do we ensure that our content influences sales?
How do we ensure that our efforts achieve that objective?
Great engagement, an increase in connections, positive conversations and coverage, are all means to an end in public relations.
The increase in sales (or membership, or votes, or donations – insert your preferred objective here) is what really counts.