How easy would it be to write a post ridiculing the practice of assessing the success and relevance of your social media activity by counting the number of retweets, likes, followers or fans you have?
I think we all know it would be quite easy.
How much value would there be in my doing that? Well, about as much value as there is in assessing the success and relevance of your social media activity by counting the number of retweets, likes, followers or fans you have.
Did you see what I did there?
I read a blog post today in which someone said they’d tweeted something about the Uberdaddy of record-breaking sky-diving, Felix Baumgartner. That tweet was then retweeted more than 5,000 times, reaching more than 140,000 people’s streams.
Woah..! Big numbers.
Big so what, too.
In an exchange on Twitter with a social marketer at one of the world’s premier sports brands, I recently said something that went a little bit like this:
Measuring your online relevance simply by counting how many retweets you get is a bit like driving all the way to the supermarket at the weekend, not actually going in to buy anything, but still considering it to have been a trip to the supermarket.
Technically, that’s a trip to the supermarket.
You don’t have anything to eat though.
One point I (try) to make to the brands I speak to about how they measure social success – and more importantly how they should measure social success – is that surely it has to be better for their business to find 50 people they know are spending money with them than to have 50,000 Facebook likes from people who probably aren’t.
That’s me all over though… I state the obvious.
Social media. Digital communications. Where did it all go wrong? We let it fall under the spell of people with no real experience of what it takes to create genuine interest and actionable desire.
Affecting a sustainable change in people’s perceptions and behaviour is not as hard as it might seem. As for measuring those changes, well OK that is a little bit hard. But it’s not impossible and it gets a good deal easier when you know what it is you’re trying to measure and why.
A former business contact of mine got a job last year as a “social media coordinator.” I posited that one day, maybe in three-to-five years, there wouldn’t be anyone with the word social in their job title. It’s all just media.
We need to stop dressing it all up as something it isn’t and get back to the business of crafting great narrative, building compelling brand stories, and measuring the things that really matter.