The currently dominant understanding of “social selling” implies that one can easily generate revenue by focusing on social media activities alone. Unless you happen to sell T-Shirts with biker slogans on Facebook to people who have been segmented into that interest group, that notion is naive at best.
I believe that social media and associated digital platforms provide a unique opportunity to connect, engage and generate leads even in the regulated business to business space. And that the rewards for capturing that attention are still underestimated.
In most cases, however, there needs to be a seamless handover from the social space into the client acquisition funnel, and post-transaction, partially back into the social space again for active listening and customer service.