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I've learned that coincidences don't really happen. There's always a reason. As I worked on my story today regarding content, I stopped to check Facebook and found exactly what I needed, courtesy of Jeff Glackin.
What you say in all of the media types - television, radio, print, social media, search marketing, billboards, etc. - has an opportunity to reach people. Often I'm asked questions about spends and ROI.
The answer to all of these questions is the same. It depends on your message. That's it. The real question isn't whether or not a social media spend is better than a radio spend. The real question surrounds the way that you're putting your message out there. The words are often much more important than the medium.
This topic deserves much more research and examples than I can put together today, but it's important to get in the right frame of mind before exploring this topic more fully. To do this, I'll rely on a pretty good video on the topic. It's not a superb video but it evokes emotion and gets the basic point across.