Content Discovery Smackdown: Hootsuite vs. Buffer vs. KloutContent Marketing Minds: Ingredients of the Tastiest Content [Nutrition Label]From the Corn Field to the Digital Era: Content Marketing Starts with TrustContent Marketing: Is 2014 Really Shaping Up to Be the Year of Video?
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the Platform7 Website Tips to Attract More Shoppers to Your PagesHow eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
- Content Marketing
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
A Social Media Reminder from Tony Hawk
Posted on September 14th 2012
Like a lot of you reading this post, I follow brands, athletes and celebrities on social media. I pay attention to tweets, Facebook status updates and Instagram posts. I occasionally comment, retweet or repost on Instagram, and I like statuses that make me laugh. Lately though, I’ve found myself bored with those I follow. The more I think about it, the more I realize why; brands aren’t engaging on social media, they’re broadcasting.
I see the same tactics used across various social media platforms. Promotions and announcements on Twitter, cheesy “like this status if you’re excited for Friday” style Facebook updates, and shots of coffee cups with vintage filters on Instagram. This isn’t engaging. This isn’t social. This is boring.
So when I saw a giant donut with the words “Randy’s Donuts” in my Instagram feed last week, I didn’t think anything of it. When I saw it was posted by (skateboarder) Tony Hawk, I didn’t think anything of it. When I read the caption, “Just hid a signed skateboard under the white dumpster here,” I became interested.
Roughly 30 minutes later, Hawk posted another image of an Instagram user holding a skateboard with the caption, “Congrats to @easyuno! That worked quite well. To all future seekers, UNDER the dumpster doesn’t mean IN the dumpster. Ew.”
The posts did well by Hawk’s Instagram standards. Hawk’s first post generated 441 comments, much higher than his normal updates, which fluctuate between 80-200 comments. The two posts also averaged 1200 likes, higher than the average of the previous five posts, which was roughly 970 likes. These numbers say something, although the sample size is small.
I include the numbers, because people will ask about them, but this story isn’t about numbers. I can guarantee you Tony Hawk isn’t worried about the numbers. Businesses and brands, however, are worried about the numbers, and that’s part of the problem. Lately, social media professionals have become increasingly obsessed with ROI and measurement. Marketers have become so concerned with numbers that in some cases, they’ve forgotten that social media primarily exists so people can be…well, social.
I understand the obsession with numbers. If you run a business, numbers matter. Sometimes though, the numbers get in the way of what social media was created for in the first place. Have some fun on social media. You might make an impression on a few hundred fans. You might only make an impression on one fan. The number doesn’t matter.
Only one fan won a skateboard from Tony Hawk, but I guarantee you that fan is a fan for life now. For those followers who didn’t win, no doubt they can’t wait for another giveaway, and I’m sure they’ll be paying closer attention to Hawk’s updates than they did before.
Don’t lose sight of what makes social media so much fun. Engage with your fans. Have fun with your fans. Stop broadcasting. Stop talking at them. Start talking with them. Be social. It’s what these platforms were made for.
We can thank Tony for reminding us of that.