Awareness to Sales: Building a Social Media PRISM Funnel That Converts – Ian Cleary [SSM051]

Is social media best used for sales or for brand awareness and engagement?

The age-old question that marketers have been debating even before Mark Zuckerberg started TheFacebook in his tiny Harvard dorm room back in 2004.

So what’s the right answer? Is there one? Many marketers lean towards the side of brand awareness and engagement, while others can’t quite see the point of social media unless it’s eventually leading to sales. But what if we could mesh the two and build a system that looks at social media as one continual, relationship-building process that eventually turns fans and followers into customers and evangelists?

Ian Cleary, Founder of RazorSocial and Outreach Plus, online marketer, Forbes contributor, and kick boxer, shares his insights into how we can do just that. As marketers, we can benefit from beginning to look at social media as one fluid process instead of segmented, unrelated puzzle pieces. The process? Ian Cleary’s PRISM funnel.

A huge thank you to Ian Cleary for packing episode #51 of The Science of Social Media full of inspiration and actionable takeaways for marketers looking to build a social media sales PRISM funnel that works. (Part of our brand new podcast series!)

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In this episode, here’s what you’ll learn:

Ian Cleary shares insights into his unique social media PRISM funnel – giving marketers a great model for understanding how to connect social media to the bottom line. You’ll also learn other useful things like:

The PRISM Funnel by Ian Cleary

PRISM Funnel Overview (Source):

A Great Moment

“Forget about social media in the short-term of building fans and followers. Think about social media as a directory where you get access to hundreds of millions of people and details”

– Ian Cleary

Awesome People and Stuff Mentioned in the Show

Favorite Quotes

How to Say Hello to Ian (and us)

Ian Cleary is an absolute whiz to follow on social media. He always keeps the Buffer team updated with the latest in social media marketing and tech. And he’d love to say hello and connect with you, too! You can find Ian on Twitter here and if you’re interested in checking out more of Ian’s work (or anything else), head on over to

Thanks for listening! We’d love to connect with you at @buffer on Twitter or with the hashtag #bufferpodcast.

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About the Show

The Science of Social Media is your weekly sandbox for social media stories, insights, experimentation, and inspiration. Every Monday (and sometimes more) we share the most cutting-edge social media marketing strategies from brands and influencers in every industry. If you’re a social media team of one, business owner, marketer, or someone simply interested in social media marketing, you’re sure to find something useful in each and every episode.  It’s our hope that you’ll join our 10,000+ weekly iTunes listeners and rock your social media channels as a result!

The Science of Social Media is proudly made by the Buffer team. Feel free to get in touch with us for any thoughts, ideas, or feedback.