Up to this point the top metric for social marketing success was site traffic, but more and more focus has been given to other values such as fans / followers and positive buzz.
Although only 15.4% of respondents to an eMarketer survey felt that Facebook had a significant ROI, this number is growing. Now is the perfect opportunity for your business to take advantage of the opportunities that social media offers for getting found by prospects and interacting with prospective customers. While other companies struggle with whether or not to participate you can be out in the trenches gathering fans and gaining evangelists.
Examples of brands using Facebook as part of an IMC Program to capture the opportunities presented by social media platforms. Porsche use an interactive app where fans are able to customise their own car and proceed to order it through their website if they wish.