When it comes to social marketing, there is only one response to the question, “what is the content your brand delivers to its audience?” The answer must be “the content they want.” Social marketing is not about delivering a marketing communication to push content on your audience.
And the second mistake most make in social marketing is thinking that their job is done when they acquire a high number of likes, followers, or fans. I like the way Nate Elliot puts it in his June, 2012 report “The ROI of Social Marketing” – “Fans have little innate value; it is what brands do with their followers – not merely that they have them – that creates value.” And this means delivering consistent value to those fans on their terms.
Lets talk about this through a case study of a leading consumer brand I recently looked at as an off-shot of some work I was doing. (Let’s just call them Brand-X)
From the figure above, you are likely to think that the brand is performing well using Facebook to deliver content and capture strong reach and engagement. But when we look into real execution, things are not as pretty as they seem. First off, look at the peaks. While 500K people talking about this seems impressive it is less than 2% of the 27 million likes. It is also worth noting that the new product and service spikes came with paid sponsored posts. The content the audience reacted to most were celebrity video posts and a contest, and still, these posts reach less than 2% of the fans captured (which were likely via paid Facebook as well).
Once again, Nate Elliot expressed some interesting information. This month, the Ogilvy agency released data showing that the brand pages they manage reach just 6% of fans. For pages with more than 500,000 fans, Ogilvy says reach stands at just 2%.
Some have realized this for a bit, but were apprehensive to come out and say anything against the social media behemoth. Brands and agencies are now openly talking about their discontent. More and more brands are disillusioned with Facebook and are now placing their bets on other social sites — but few of them want to go on the record. In addition to poor Facebook measured results some see the biggest problem with Facebook is their constant rule changes.
But do not think for one second this does not mean that there is not a great value to brand social marketing. And I am not totally knocking Facebook either. But here are some points.
1) Facebook is extremely powerful when users (as opposed to brands) share the value of a product or service. Marketers may not need to focus on content distribution to Facebook, but certainly look to motivate their audience to share in all social channels.
2) Content marketing is extremely valuable. Brands need to get their marketing departments to evolve from traditional marketing communications to storytelling communication.
3) Compelling pictures and videos win audiences.
4) Think about numerous channels where content can be delivered to your users. (For example, I just did some research on a particular target audience for a brand and found out the targets were most active on Google+ and LinkedIn.)
When push comes to shove, pushing and shoving does not work in social media. Deliver compelling content YOUR AUDIENCE wants in the places that are likely to turn the best results. Think about having your own media repository and using social channels to distribute that content. Have others share it on social channels and be the place for conversations and engagement.
Make It Happen,