• by Gavin O'Malley , Staff Writer @mp_gavin, August 22, 2014

Engagement is great, but that shouldn’t be the ultimate point of social marketing, according to Joe Klicsu, Senior Manager of Digital Brand Communications at Energizer. Rather, it’s about sales, baby. Social is “the most efficient driver of sales,” Klicsu told attendees of MediaPost’s Social Media Insider Summit, on Friday. Much more efficient than TV, anyway. “If you have to spend $5 to $10 million for TV to work, is that efficient?” Klicsu asked. To actually connect social media activity to sales, Energizer defers to the data collection pros at Datalogic.