Social media is no longer a fad when it comes to generating traffic and building buzz around a business. In fact, social media is essentially synonymous with marketing. It’s all about creating interest and turning that interest into qualified leads.   To harness the benefits, businesses will develop a social media strategy that has all the right elements – appropriate platform selection, well-developed content and incentives for engagement. Unfortunate for many, however, conversion rates aren’t reflecting the efforts put forth. And...