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Social media promotions (contests, giveaways, sweepstakes, and the like) are one of the easiest ways to grow your networks. The ultimate goal? Higher engagement levels, return on investment, conversion rates, and responses to calls to action. Yet, sometimes, behind that seemingly large network is an audience of uninterested consumers (cue cricket chorus) who were merely attracted by the incentive or freebie. The challenge for brands is to craft a promotion that will attract the right audience in the first place, or make sure those who only wanted the discount or chance at winning a prize still have a place in informing overall future marketing strategy. Here's how to make that happen:...
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