I’ve always said that the best social media strategy was, “Appeal to the Ego’s of Others”. We see it all the time. Badges, Gamification, Stats, etc. all help keep an individual engaged with whatever app or widget you have created. In thinking about this though I have noticed a trend lately of, pardon my French, bullshit metrics. How do I classify a bullshit metric? It’s simple. If there is no science or actionable insights behind it. It’s bullshit.
My Posts are Worth More Than That!
Today I received an email that was going to provide me with ROI on every Facebook interaction I had. It even told me that my current posts to Facebook were worth something like $3.00. Bullshit. Zero basis in fact and this company has no access to any conversion metrics I may or may not apply to any of my social media activities.
Influence, easily the hottest topic in the social media sphere these days. 100% ego driven. The social media world wanted some measure as to how they scored. (A way to quantify hanging out in chat all day) This score led companies to want to market to those people who scored highest, or put them higher on their service priority list. My opinion: Steeped in Bullshit. Yea, these influence algorithms will boast deep scientific research and insights that will take you to the promised land. In my opinion they’ve simply productized data that they’ve mashed up to present to your ego.
I’m not Really a Negative Nelly
I hate having to say this all the time but the reality is that I am a HUGE advocate of social media and the real business insights that can be extracted from it. So as to not end this on such a negative note I’ll throw out some actions you can take to produce real actionable and measurable results.
1. Be Human – Scale the social space by applying the proper resources. Those are humans behind the keyboards just like they are humans in your physical store locations. Don’t treat them any differently, bullshit influential or not!
2. Be Helpful – If someone needs help with a product or service you have proper knowledge in, be helpful!
3. Listen to your constituent groups – Answer their needs with niche or improved products and services based on their FREE feedback.
4. Extract actionable data – What are your competitors doing? Where is your market trending? What are the needs of your customers?
5. Engage and Empower Existing Communities and Recognize Brand Advocates – I worked with a museum at one point in my career and their mantra was to “build” an online community. The best advice I ever gave them was to recognize those that were already making YouTube videos, posting to Flickr, advocating on Facebook and Tweeting their experience. No “Building needed” simply recognizing these people in tangible ways grew that community 100 fold in six months! With measurable results and deep actionable insights I might add.
These are just a few. Master the basics people. Stop worrying about complex bullshit zero value algorithms that your CFO or client is going to call you out on anyway! At the end of the day, he or she is still going to ask you where the money in the bank is.
I welcome your comments.