Social Media and Company Sales.

Should you use Social Marketing to increase your sales?

Well, no. Yes but not exactly. There's a lot of grey - a grey that's just as likely to spank you as the E L James type. SM success isn't measured by increased sales, it's measured by increased engagement. (this is apt to evolve).

But for now, here's a break-down:

Social:
Adjective. 'Relating to society or it's organization'
Synonyms: Community-based, collective, public.

Therefore, your social media isn't (or at least shouldn't) be about driving sales. It should be about 'relating to the society or societal organization' of your audience. It is a public, inclusive community organised around the main thing that each community-member has in common: your brand.

So, what we're dealing with when it comes to Social Media is, in basic terms, a dialogue with your audience about the very thing that brought them to the party - your product/message/service. They have come to your party so they're interested in (here's the rub) what they perceive your brand to be about.
So in theory, they're still on the fence. They've subscribed to an idea they have about your brand and your job is to try and deliver on those expectations/exceed them with your SM output while remaining consistent with your brand messaging. (see? plenty pit falls... good SM, despite what people say, is a skill).

Some maths:

good product + fulfilled expectations = trust

Once you've identified the key areas of expectation upon which you can convert browsers to loyal fans, your following will grow organically and thus, contrary to paid growth, will remain engaged even as your numbers soar.

So, how is this improving your sales? It isn't. It's building credibility.

A final sum:

trust + brand credibility = a super fertile/receptive/engaged community.

And this, chaps, rather than raking in vulgar wads of cash (*cue bitter tears*), is the true measure of a good Social Media strategy.

*If you are a blogger/you are your own brand, ignore all of the above.*