Return On Investment

It doesn't matter if it's your Ad money or someone else's Ad money, when you spend money on social media to put content in front of people you want the best return on the investment right?

I saw this, it made me wince.

I do not know how much the budget was for this tweet, but 1.2 million views is a lot of eyeballs. There are a number of other things wrong with this tweet; like no custom thumbnail etc, but here I'll focus on one point, which is: that this is a communication on the Ranger Raptor with no pathway for a user to get more information on the Ranger Raptor?

I created the SmartLinks, which are mostly product focused. Any product communication should provide a user pathway to the relevant part of the national website. The SmartLinks are perfect for that.

I get that a market trackable link may have been more preferable with a paid communication, but not providing a user pathway to the related page on Ford.co.uk is surely a waste of money?

Unless there is some strategy I am not seeing.

@SocialKnowhow