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SM is like any advertising medium.  Of course you have to draw them in.   You could have a digital billboard on Times Square ... if the message isn't appealing or targeted, your response rate is reflected in the results.  Like all ad media and channels, at the end of the day, it's all about conversion.  That's the only item of the checklist.  Brand, loyality, customer service all lead to sales results.  How many people followed ... how many fair prospects set appointments ... test drove and purchased. 


The number one reason that people follow businesses through social media is discounts and special offers.