Going postal or social: weighing pay vs. play

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Many companies are back in the black, and stakeholders are looking for quality earnings in 2010 that flow from revenue growth, not just cost-cutting. If you’re expecting to grow your top line this year, then don’t expect it to happen from friends and followers. While having a reputable social media presence in the right circles is important, the efforts are complementary to proven tactics for new customer acquisition. It’s important to realize that while social media use is on the rise, the spending in this area is not. With everything else being equal, the value of a paying customer will always outrank the value of a prospect “playing.”

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