Page 151 - The Content Code: Six essential strategies to ignite your content, your marketing, and your business - PDFDrive.com

Social media provides such an intoxicating database of tweets, mentions, and
posts that it’s easy to rely too heavily on these symbols of content transmission.

One could argue (and I am!) that with the evaporation of organic
transmission on social media sites, turning your attention to good old offline
word-of-mouth marketing may ultimately be the killer app to overcome Content
Shock.

If offline ignition is so important, this raises a tantalizing proposition … is
there any way you can use some of the principles in this book to carry your
content beyond the borders of the social web? Can you use technology in clever
ways to enable person-to-person transmission at work, at home, at school, and
with friends over dinner?

I think connecting the world of online content and offline word-of-mouth is
an area incredibly ripe for innovation.3

New analytic tools to uncover Gray Social Media

Somewhere between dark social media lurkers and your “light” social media
followers is a third category that is rich in undiscovered marketing opportunity
— Gray Social Media. These are the small, still voices who are clearly telling us
they’re there, but we can’t detect their quiet signals and capture the data.

Most current analytics programs are optimized to give us broad trends,
patterns, and large-scale shifts in sentiment. But these tools might be missing
infrequent messages from people who are quietly telling us “Look at me. I’m in
your Alpha Audience!”

Perhaps much of our dark social media really isn’t that dark because we’re
just not looking for their uncommon signals, or we’re focused in the wrong
places. Innovation and insight don’t come from Big Data. They come from Little
Data.

Avtar Ram Singh, a digital marketing manager based in Singapore, gave an
example of the opportunity of gray social media:

After working on our company blog for a while, I found great value in
diving into Google Analytics to see where the traffic was coming
from.

I found a little app link in there that I hadn’t seen before and noticed
that every week, this place would send us between 20-50 visits. Not a
lot, but they were consistently coming from this source.

I discovered that this app was an internal team communication tool. So