Dec 27 Posted 6 years ago
Social Media can be used to grab a new customer or reader one person at a time. The only thing truly viral is the flu. And while the Networks like to brag the shiny numbers like registered users, vs how many are really using their network (sadly underwhelming for both Twitter and Facebook), if you keep your head level, and have realistic goals, you can have great results for the time spent. Your power user take is very insightful.
Dec 23 Posted 6 years ago
Elliott - Impressive stats on your Reddit effort. You also brought up a number of great information on how the various age bands have / are engaging in social media - love the research the Pew Internet & American Life Project does.
I read the post and felt like you ALMOST got to a point about how to better leverage social media for business. You took me down the path to understand that engagement is a big factor in making social media marketing payoff and how that would impact ROI, but at the last minute you swerved away and went soft on me.
In a personal setting, the joy of participating in a social network is just that - fun, connecting and enlivening. When a brand / business wants to deploy social media in a marketing or service role, they need something a bit more substantial than that - they need an ROI that is connected to the bottom line and that means a Return-On-Investment. Merchants want to put a dollar in and get something more than a dollar out of the effort.
You make the case that it is vital that a human-based engagement is at the root of the effort and I agree, which is why professionals in social media marketing never say that social media is a 'free' marketing anymore - it requires people, technology and process to be effective.
To complete the idea started in the post then is to first open a dialog with the consumer, engage them and make sure they are feeling heard in the process. If you're doing a good job of that, they'll add you to their consideration set when making a buying decision - most studies I've seen show that the social presence matters in getting the consumer to trial the brand.
Thanks for pointing out that a social presence requires human engagement - right on track that thought is!
Dec 22 Posted 6 years ago
This is spot on. I just wrote a post today about the same thing. Your influence isn't measured in followers, subscribers, fans, etc. Your influence is measured in how effective you are in 1) getting people to listen and respond to your message, and 2) getting followers to spread your message even further, ultimately bringing back more followers to you. Don't simply follow everyone you can, hoping for reciprocal follows- who do you end up having follow you. People who have no interest in what you are talking about? You extend your influence talking to people who have an interest in your topic and by being knowledgable, responding to comments, keeping things fresh and interesting, and having a sense of humor.
Dec 22 Posted 6 years ago
We specialize in marketing to Baby Boomers and seniors, and work with clients on integrating social media into their marketing programs. You make a great point about looking beyond the numbers. That Pew study contained a number that sounded like a huge opportunity to mature marketers - the number of 74+ers using social networks jumped from 4% to 16%.
However, when you look closer, that was 16% of all 74+ers who go online. And Pew found only 30% of 74+ers are using the Internet. So the actual figure of 74+ers on social nets is something lilke 1,149,359 people. Will they/can they be motivated to buy?
As you wrote, there has been a dramatic increase in older cohorts using social media. Yet, roughly 6 of 10 older boomers are NOT active in online social nets. This inspired our agency, Creating Results, to conduct a national study last year finding out why they might try it and what their expectations/motivations would be. If you or your readers are interested in receiving those findings, please let us know: www.CreatingResults.com/silver_social_surfers
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