Most brands today have learned that a social media presence is a key asset of a successful inbound marketing strategy and that targeted cross-channel content distribution brings a better online visibility.

We see, however, that posting more content doesn't necessarily lead to more engagement. Some 60% of small businesses don't see any return on investment from their engagement online.

Those reports imply that something is rotten in the ways companies approach social media marketing. That may be because social networks "are inherently additive pieces of the conversion funnel rather than causative,"  states Jay Baer of Convince & Convert.

Yet, despite the problems of calculating the ROI of social media marketing, those platforms remain essential for a business's online expansion because they are something of an online counterpart of traditional word-of-mouth marketing.

Moreover, social media marketing requires a strategic approach to deliver results.

One of the right approaches may be to use the popular AIDA model of marketing communications.

AIDA in Online Marketing Communications

The AIDA model has been associated with the world of marketing for years. It describes the exact order of emotions a particular message or a strategy intends to trigger in a person. The acronym itself stands for:

  • Attention
  • Interest
  • Desire
  • Action

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Sarah Green is a writer covering emerging trends in tech and online marketing.

LinkedIn: Sarah Green 

Twitter: @sarahh_green