My main product, Poker Copilot, has its own Google+ page and Facebook page. I regularly (twice a month?) post updates, typically whenever I update our software. To date, I’ve found no compelling argument to create a Twitter account for our product.
For a few months last year, I paid Facebook to promote our Facebook page, and while that certainly added to the number of followers, I believe it didn’t result in even one sale. I say, “I believe” instead of “I know”, because I have not found a way to verify this.
I’ve just finished reading http://moz.com/beginners-guide-to-social-media, which seems to implicitly consider success with social media to be “likes” and “+1s” and “followers”. But I measure success in net sales, improved productivity, and reduced costs.
I’ve never found a way to measure if our social media presence results in:
a) more sales; or
b) lower costs (due to improved support channels)
How I could test this with hard data? Have you managed to do so?