This is exactly the reason we’re giving SMM a go. As I mentioned on my blog, a cost of $13,000 in terms of time spent, should definitely generate high quality leads at lower prices points. Perhaps however, the payoff comes after an initial investment of N weeks? The number of leads may increase geometrically over time while the costs to maintain the SMM efforts essentially stays flat (i.e. 10 hours a week) or decreases as the company becomes more SMM savvy over the same period. Thoughts?

PR can create direct relationships, and in fact that is truly what the discipline is about, creating better relationships with stakeholders, both through third party credibility and directly. Social media, media relations, etc. are just tactical tools to achieve that result. Highlighting direct relationship tactics and opportunities only makes sense in tight times. And good PR and marketing pros know exactly how to track these kinds of results.

Thanks for coming by and contributing. I hope you’ll be a regular.