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You're very right - it's about working out if the effort engaging weighs up against the return you are getting, and how you are measuring it.
I'd argue hypothetically that, if return customers are the backbone of your business (as they so often are), then niche social media is a great way forward. Once you find and engage them, you can reach out to more and more new potential customers.
You're making some great points too! Always good to be involved in a positive exchange on a comment thread.
Thanks for the comment!
60 people in a private circle is going to get you somewhere. Just one person can get you a long way.
The circles may be private, but they are generally defined on Google+ by interests. Say you were a store selling specialist photograhy equipment. Who would you rather have conversations with about photography - a large group of 500 million people that may not be interested in what you have to say, or a group of 60 camera/photograpy enthusiasts that love what they do.
I'd say in terms of conversations leading to conversions (and repeat conversions), you'd have a much higher level of engagement, and be able to build and manage relationships with people that are genuinely interested. You can be sure they'll know where to come when they need a new lens or flashbulb.
What do you think?
Thank you so much for the kind words, glad that my thoughts could be of some use!
Would be interested to read the article you've written - send me a link!
Don't give up though! Sound planning and business reasoning need to be applied to social media strategies, but keep the end user in mind at all times. Chances are, you'll find an exciting avenue to go down.
The education sector needs to be as socially savvy as it's students - make yourself the person who brings that change to your place of work :-)
Thanks for commenting,
Thanks Anne! One of the most important balancing acts within any company is balancing the fire and passion of your employees with the business vision of your key stakeholders.
When I was working in the music industry, the core aim of everything we did was to sell records. Sometimes people deviate from that plan and come up with fantastic results that boost sales and provide ROI, but typically you have to have a sound business reasoning, otherwise buy-in further up the chain will not happen.
Thanks for your comment, really insightful. :-)