social media is constantly changing. it used to be a one-to-many channel. brands would publish links, photos and videos on digg, delicious, reddit, and later facebook, twitter, pinterest, and instagram and could drive a high number of leads and sales.
having a website is a necessity for a business. it's one of the most important steps in creating a brand online. however, most of the websites online do not do a very good job in terms of generating revenue through online sales. this is mostly because they are not assisted by a well-planned email marketing strategy.
the primary flaw of many social media marketing campaigns today is the simple fact that they focus on creating awareness for a company and its products and services—instead of focusing on creating mindshare.
everyone says they optimize title tags, meta tags, they build links, grow brand queries, but rarely do people focus on their site performance. of course you can optimize your site speed by modifying the site's source code but hosting deeply impacts your rankings also.
You know, your digital footprint is important in creating an online image of your business. One of the most important tactics in making sure an online business is successful is to create a well-planned organic marketing foundation for the website.
I'd be the first one to advocate for social media as part of the marketing strategy for businesses. I have been working on and talking about digital word-of-mouth strategy and tactics in social media for years.