Paul Gillin: Social Media Marketing Campaigns Take Time to Bear Fruit

Paul Gillin, author of The New Influencers, explains in a B2B article today, (in which I'm quoted) that there's rarely any instant gratification from social media marketing campaigns.

That because incorporating the tools of social media into the corporate marketing mix heralds the beginning of a conversation that will build loyalty, traffic and sales. But agreeing to listen, interact and be willing to implement change is not a short-term project. It's a sea change in approach for most companies.

Gillin concludes:

"...It may take months for an interactive campaign to build awareness, but if visitors are engaged, a program may run for a very long time with only modest maintenance. Customers come to regard the brand as a trusted adviser and contribute much of the content voluntarily. That's one reason why the economics of social media campaigns are so compelling."

What "promotional" activity doesn't take time to bear fruit, assuming that fruit is the greenbacks that grow on trees?

Sure, I've had some neat DM [direct response] do a most satisfying job, but if you ain't in it for the long haul, don't go.

My 2¢.