The social consumer decision journey
Converting knowledge to action
- If all of these social-media activities improve general service perceptions about the brand, that improvement should be reflected in a higher volume of positive online posts.7
- If social sharing is effective, added clicks and traffic should result in higher search placements.
- If both of these assumptions hold true, social-media activity should help drive sales—ideally, at a rate even higher than the company could achieve with its average gross rating point (GRP) of advertising expenditures.8