The marketing industry is sometimes its own worst enemy. “Social media marketing” has become a sort of Utopian ideal in the industry. What it hasn’t become is a well-organized, efficient process.
Love this paragraph:
"What sells online is targeted, meaningful information. What doesn’t sell is half- baked, wannabe materials which don’t work as sales leads or act as deterrents, like hype content. Social media is fussier still. If you were at a party trying to have fun, would you drop everything to be sold insurance? The insurance companies don’t sell to the social sites like that. They work with targeted information, based on the “This is useful” approach to content, and it works." From Jeff Bullas Blog
The idea that you MUST be in social media is wrong. The idea you must be in social media sharing information that helps your customers is right. In the Thank You Economy you will need to give until it hurts and then give some more.
Content isn't free and if you are like most you are a tad skeptical about how the top of the content marketing funnel relates to the end. Trust me it does. I started blogging in 2007. ScentTrail Marketing (http://ScentTrail.blogspot.com ) was lucky to get two people and a dog for years.
Then a magic thing happened. ScentTrail arrived at the top of the hill and started to slide down. Every content play takes time to develop fans, have enough content out there in enough places and a large enough follower base to sustain itself. Now it is a rare day several hundred people don't stop by, read something, leave a little spam (like daily now :) and share thoughts.
I realized today I've NEVER developed a website that lost money, never. Some of them wandered around a little (lol), but the web will teach you what to do if you are listening, if you are playing.