a while ago I posted about how a follower count was fast becoming the new hit counter – a piece of data without any context that could get in the way of understanding what the metric for success of a social media campaign was. The point being that it is not the number of people exposed to a message, but the level of engagement that can be reached with those people that matters.
From a marketing perspective he true value of a following on any social media platform is the way in which that following can be influenced into taking a preferred course of action – getting involved in a conversation, subscribing to a piece of information, or ultimately becoming a customer.
The most successful social communities are the ones with a cohesive interest that binds them together. An unbound community is one where there is no shared interest, and no benefit for members.
A small community can focus attention in a particular direction and has huge inherent value, on the other hand, a community with no common interest is impotent regardless of its size. You can see examples of this throughout history.
I recently saw this job on oDesk:
It’s an interesting, but not unique approach – there were dozens of similar jobs on offer, but it seems almost pointless. This is a pretty confusing message:
On the one hand, the advert suggests that the goal is to obtain “real” fans, that is to say actual people, rather than bots or fake accounts, but at the same time, they are assigning a negligible amount of budget to the task of acquiring those fans. $0.005 per person.
What kind of community will this build?
You can get numbers using this method, and it might be that the publisher is using this methods tactically to build credibility for a newly founded group and a foundation from which to build a genuine interest community, however it seems very cynical.
The point of social media is that groups within a network naturally align towards their interests, rather like iron filings within a magnetic field:
More often than not, people have similar interests to their friends, and online social platforms have become the de facto way of sharing ideas and content that appeals to a group. There is a thrill in discovery, and kudos earned from sharing that discovery with peers.
An unnatural grouping such as would be created by simply buying in a large number of followers with out any context will fall apart. While $10 is a tiny budget in the grand scheme of things, it looks to me as though it is a waste of money in this context.
If the advertiser invested their time in understanding what their target audience wanted, researched who the key influencers within that group were, build connections to them, and created content that would appeal to them, then they would be much more successful, and actually build a community of people that would have intrinsic value, rather than just being a number on a web page.
It’s about buy in, not tie in.
- November 2013 (1)
- October 2013 (1)
- September 2013 (1)
- March 2013 (1)
- February 2013 (1)
- November 2012 (1)
- August 2012 (1)
- June 2012 (1)
- May 2012 (3)
- April 2012 (1)
- March 2012 (2)
- February 2012 (3)
- January 2012 (3)
- December 2011 (3)
- November 2011 (6)
- October 2011 (6)
- September 2011 (8)
- August 2011 (6)
- July 2011 (6)
- June 2011 (9)
- May 2011 (11)
- April 2011 (16)
- March 2011 (24)
- February 2011 (27)
- January 2011 (9)
Join Quumf on Facebook
Tagsadsense analytics bit.ly Black Hat black hat SEO branding business celebrities conversation conversion rates diabetes egypt Facebook forums foursquare getting a return Google Google +1 Link building linking marketing message boards microsoft msn online pr optimisation Personal politeness politics privacy profitability ROI SEO sharing Social 101 Social Media social media marketing social media response social networks spam spammers statistics traffic generation twitter url shorteners