Social media is, by most accounts, a game of numbers. This is somewhat contradictory to the stated purpose because it’s about connecting with people, delivering a message, and communicating back and forth in ways that have never been achievable through traditional media. By its very definition, social media is social. The fact that numbers play such an important role is hard for some to grasp.
Nevertheless, the ends and the means are where the differences in strategy find conflict. On one hand, it’s about delivering the best returns by putting the messages in front of as many people as possible and hoping that they will resonate enough to get them to like, comment, share, favorite, retweet, +1, repin, and otherwise interact with the content in a positive manner. This is the math. These are the ends. On the other other hand, you have to touch people in ways that are meaningful to them and relevant to your business, often having to demonstrate real creativity in order to get the required numbers. This the touchy-feely part of it. These are the means.
They aren’t really contradictions. You can see the results of your creativity in very tangible ways. Then, you can learn what works and what doesn’t work and try to enhance your strategy accordingly. This is the process throughout, but it’s the opening to a discussion about how to tell whether or not your presence stinks.
I will be delivering a keynote speech about this subject at the ReGenerate Technology Conference this week. When it’s done and I have accumulated some feedback, I will then post my extended conclusions here. In the meantime, think about the things that you are doing and consider ways of taking the things that aren’t working and making them work better for you. This is the key to success. More on this when I get back…