Have you ever heard the expression, “throwing spaghetti against the wall, hoping that some of it sticks”? When you are thinking of your marketing campaign for this year, think of it in terms of that expression. How many people that you are reaching with the print ad in the local “savings” or coupon magazine, are actually interested in your service or product? Or how many of the movie goers that see your big ad at the beginning of the movie are actually going to remember your ad after the movie? That is throwing spaghetti against the wall hoping that some of it sticks. Now conversely, think about holding dialogue with those people who are already fans of your establishment. They in fact, are your social media sales team. As a matter of fact, I saw an interesting statistic that said 88% of people will believe the endorsement from a friend, as opposed to 8% for a celebrity’s endorsement. So the math is simple. All of your connections on Facebook, Twitter, Pinterest, Linkedin or other platforms are more likely to recommend your establishment to their friends versus someone who hears about you through print or display media.