A common comment we hear at MarketingSherpa is this: “I put some social media elements on my page and have not seen much of a difference.”
I’m sure you can relate, because social media icons are everywhere. On landing pages. In emails. Heck, I even saw some on a billboard while I was driving the other day.
On behalf of Facebook, Twitter, LinkedIn, and their investors, I’d like to thank the marketers of the world for all that free co-op advertising.
All kidding aside, let me throw the questions back at you to help you get the most value from your sharing icons. We’ll focus on four questions you should ask yourself:
No. 1: Should we be using social media icons?
Most marketers will find value in using social media icons, because although the value might not be great, it is probably higher than the cost.
As marketing tactics go, slapping a few social media icons or sharing buttons on a landing page is fairly easy. Almost any value you get creates a decent ROI, because it is higher than the minimal cost involved.
For example, AT&T added Facebook and Twitter icons into an email newsletter.