Nice post Mark.
I love this: “Content is NOT king. It is the conversation around that content that is king.”
We're working on increasing engagement using SMS (that provides great reach) - so, engagement + reach.
SMS also enables timeliness (most text messages are opened and read within 5 minutes).
But this still does not ensure a direct correlation between social activity and sales.
We are looking to layer location on top - so engagement + reach + timeliness + location --> will this improve the correlation between social activity and sales? I guess, we'll find out. Fun times ahead.