While social media marketing gets plenty of headlines, social selling may be even more important to the bottom line. Sales reps increasingly have been using social media technology and principles to establish their personal brands and trustworthiness with leads and to boost conversions.
"The definition of social selling is building and encouraging one-to-one relationships that may, sometime in the future, lead to sales," says Mary Shea, principal analyst at Forrester Research. "I like to call it sales social engagement, where you're building your personal brand on a variety of different channels — writing blogs, curating content, following influencers, and building...
