I saw a car manufacturor pushing their Twitter page ... they must have spent tens of thousands on front page Yahoo ads, Google PPC and press releases trying to get people to sign up to their Twitter feed. I watched it run, and at the end of the campaign there were less than 400 subscribers.
It just doesn't make any sense to me. I could be doing it wrong, but the people that sign up to my Facebook or Twitter feeds/pages are people already interested in my company/products/services.
Facebook and Twitter is just duplication of information/offers that are found on my website, in my RSS, in my forums, in newsletters etc. etc.
Sure, if I were an ad agency, I could track the clicks from Facebook or Twitter and show a nice big conversion rate that would impress myself. But that figure means nothing to me ... it hasn't increased sales, those purchasers would have found out about what I said on FB/TW anyway.
Would Apple's Facebook or Twitter page have increased sales of the iPad? (Wouldn't people just be buying it even if Apple made no sales pitch at all?)
Can Facebook or Twitter ever be responsible for generating sales I would not have made anyway?
I'm sure that some ad exec got paid a small fortune for pushing that car manufacturors Twitter page, and I'm sure that he had some great "branding" stats and figures for the company once it was complete. I honestly can't see how it would have done them any good though.
Some explain this to me please. Is social marketing just a scam service? Any actual definitive data anywhere (not the "intangible" stuff I get emailed ten times a day about).