One of the key points that Google+ specialist, Mark Traphagen, makes in this SlideShare presentation is that you cannot make the mistake of judging your Social Media marketing effectiveness based on direct sales from specific Social Media posts or even specific Social Media platforms.

Social Media platforms and posts are like billboards. They provide a constant marketing message to the audience that does have some level of impact on the potential client’s buying decision, but rarely is it direct impact.

Like the billboard, Social Media is only one factor in a sea of marketing factors that, in aggregate, work to persuade the prospect of their need for your product or service.

Marketing is a team effort using all of your tools together, not one tool solely responsible for the sale. And if you place that responsibility onto your Social Media campaigns, you’ll be making a mistake.