Facebook at 400 million users….So what? Traditional metrics need not apply!
Every day we are inundated by marketers and evangelists in the social media space talking about the potential of these channels and the death of traditional tactics. Often times I agree with them while at other times I vehemently disagree. There are are few rules that I live by when approaching the social and digital channels for clients or for myself. Here are two of them:
1) Number of users in a service means nothing.
Facebook is said to have 400 million active users, twitter while growing quickly has a fraction of that and spaces like chat forums and user groups seem to be slowly dissipating. However, this being said the only thing that truly matters is the quality of the community tied in with specific business objectives. If you are selling eco-friendly industrial cleaners maybe Facebook isn’t the right place for you or your brand. However there may be a niche website with a small group of people passionate about the topic that would be the best place to start. Don’t put the tools ahead of your objectives.
2) Shift your focus from Broadcasting to Relevancy and Value
The new digital space is 100% opt in. Consumers will not tolerate blatant self-promotion and broadcast feeds anymore. It is incumbent upon the agencies, creative directors and CMO’s to learn how to ask, “What does our customer want?” If you ask and don’t deliver…… people will react with their feet.
In the audio piece below I give a quick synopsis of the importance around having specific business objectives and why old traditional media reach numbers mean absolutely nothing in the digital space.
Feel free to share your thoughts in the comments!
Relevant Links:
Great example of a company/brand to emulate. Air New Zealand is of massive value to it’s community.
10 Industry Types that ‘SHOULD’ be using Social Media and why…
Keith Burtis is a social media and digital marketing professional. If you or your company are looking to REV THE ENGINE on your digital efforts contact Keith today! Specialties include: Blog design/Integration, Custom Facebook Pages, Social, Digital and Interactive Content strategies.
Comments
So true, I fell for it awhile back, I thought the more the better, but it doesn’t matter, it’s the quality that matters. I’m going to go through my FB & twitter friends and start to unfollow the annoying marketers that don’t know how to use this space. Thanks Keith for putting this out. take care
The numbers don’t matte! What I see, doesn’t mean I’m paying attention to.
Sadly there is still a ton of push marketing over value marketing.
But what value is best to give? You mentioned ‘relevance’. But what can say Pepsi do to give value and add relevance? They are a brand I’m generally into as a consumer but I’m still not hooked on their media->traditional and social media.
I don’t mind being a fan but most companies are still not adding value to my life.
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