Page 70 - MYM 2016

Making E ective Use of Social Sharing
any results. ey’re not worth your time and cer- tainly not worth your money. Instead of attracting people interested in your products or services and highly in uential, you can end up spending money to attract easily-in uenced people who probably couldn’t explain how they got to a given website
if they were asked. Too many companies measure their results by the wrong competitive metrics, such as likes and followers.
Unfortunately, the market continues to encour-
age young entrepreneurs to create businesses that
provide plenty of buzz, but don’“t deliver real ser- that polished and professional material is almost
vice and demonstrable results. e temptations are
large, and in many cases, the customers are both
uninformed and desperate the cumulative more direct the footage, the
to show that they’re in the fresher and more authentic game. If we’re not careful, impact of well- it appears. In our new “right we’ll create an industry-wide crafted messaging now” world, the closer you can backlash against social media come to “real time”, the better initiatives and the impression across multiple your bottom line will be. And that most of the practitioners speaking of bottom lines, it’s are all hat and no cattle. e channels may be the also signi cant that these new good news is that some play- only e ective way to channels are nally o ering ers have emerged who can producers (previously held help you press your winning hostage by YouTube) serious bets, amplify the impact of break your messages audience volumes and nan-
the “stories” that sell, and use through the noise
cially attractive alternatives which are letting them make a living doing what they love.
It’s not an easy process to get a handle on all of this and it’s even harder to get clear
your resources in ways that will get you the most bang for your buck.
to reach and engage your customers.
Surprisingly, the folks
who are best at it right now
aren’t the biggest guys or the most experienced ones – it’s the fast, exible and scrappy mid-sized players who are mastering the new tools and tricks of the
metrics so that you can accurately measure actual performance in economic (rather than “feel good”) terms because so much of traditional advertising
70 | MINd YOUr MarkETING OCTOBEr 2016
Likes and followers are deceptive metrics, according to the author, because a great number of these social media users are neither in uential nor interested in your product or service.
trade. And – while you might think that the PR rms would have a real edge in managing messaging in this area – it turns out to be the digital agencies and not the old-line acks who are turning in the results that matter.
Of course, the best players of all right now are the complete newbies who don’t know any better and don’t know what they’re not supposed to be able to do and – as a result – they’re just doing it. Watch what’s happening with all of the new live streaming services. One thing that jumps out of the jumble is
worthless, that edits interrupt the vibe, immediacy
and ow of the best stu , and that the rawer and