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John Maxwell

Social Conversion: The “Warm and Fuzzy” of Ad-Tech

We all know marketing clients demand performance metrics: CTRs, time on site, impressions, etc. But have you ever watched your client’s face light up when you show him or her some warm and fuzzy social media engagement? Performance stats might push budgets, but the value of authentic, native social content is compelling and can’t be limited to just “like” counts or CTRs. Sure, you can apply numbers to measure social conversions, but the true value lies beyond metrics. The genuine engagement that occurs between consumers and brands that post interesting, relevant content is a viral component that, when perfectly executed, creates armies of ambassadors (and “like” counts through the roof). Even modest social conversion efforts can create some enthusiastic consumers because, given enough followers, at least someone is going to give a thumbs up or go ahead and click through.

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