Brian Massey, a conversion optimization scientist and widely published author, recently presented on how to measure and improve social media conversion rates. Massey, the owner ofconversionscientist.com, emphasized that regardless of the size of a brand's "social footprint," it is important to measure conversions. It is this data that will ensure the site is properly converting the visitors from social sites into positive ROI.
At one point during the presentation, Massey said:
"Social media is great for customer support, but I don't care. Social media lets us tune into the conversations about our brand, but I don't care. People say social media is free, but it is not. Social media can drive sales that a brand otherwise would not have seen – Now you have my attention, prove it."
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