Dara Akbar Ladjevardian breaks down why B2B and SMB companies get social media wrong. Most struggle to measure ROI and don't see how it fits into their inbound strategy, even though the disconnect is often a misconception about what social media actually does.
This goes into my first question, which is like, what do most folks get wrong when they think about social media's role in their inbound strategy? I think the challenge is that there are so many platforms, right? And we see the duolingo owl duolingo ing everywhere. We see all of these big robust social strategies that I think it can feel really daunting if you're in that more. Maybe you're in B2B, maybe you're an SMB sized organization. It I think there's some sort of disconnect where social media is great for the and not for me, and thus people tend to put it at an arm's length. They already struggle to calculate the ROI of their content. Imagine trying to calculate the ROI of social, which I can.
