Social Studies.

Why are you spending time or money on social media?  To drive sales?  To get the word out about what you do — so you can drive sales?  To start a conversation with consumers — that will drive sales?  (See where this is going?)  Social media should drive sales, as all marketing should.  Two big caveats, though.  First, post stories, ideas, articles, contests, questions — anything but a straight sales pitch.  Ask this question — what can we post that people would want to share?  And second, create a next step.  Visit a branch.  Share this post.  Click on the link.  Every step exponentially increases engagement and brings the consumer closer to the sale.