Page 69 - MYM 2016

Making e ective use of Social Sharing
As the social sharing space continues to get more complicated and more di cult to decipher, very few players have demonstrated any consistent end-to-end success. Volume and velocity are no longer as important to real impact and ultimate success as are the nature and quality of the connections that your social sharing programs are designed to create and build over time. Those who are succeeding are focusing on the need for “smart sharing” and precision targeting, the only ways to help you build a real connection and get you the most value for your investment.
bY hoWard a TullMan
I’ve been trying to make some sense of how we should regard and manage social sharing as a viable marketing tool and as
another critical communication channel for our businesses. Con- tent marketing is here to stay, but – notwithstanding the myths of “virality” – it doesn’t happen by itself, no one can make it happen for you, and it almost never hap- pens overnight.
ere has been far too much reliance on quantity and not quality in the use of social media. If you are relying on tra c and “eyeballs” where the primary tra c drivers are hacks, tricks and clever pet pictures, you have to wonder what those visitors are really worth – even assuming that those visitors are people and not tracking robots or other fraud- ulent vehicles designed to run
up the numbers, but not deliver
OCTOBEr 2016 MINd YOUr MarkETING | 69