Marketing on the social web is not the point
I’m always looking for stats on users and social media. One of the few things most people seem to be able to understand is numbers. If I’m talking about the value of conversation, listening, participating, etc. their eyes glaze over. But if I say well Facebook has 150 million users, that they seem to get that. Of course they generally have no idea what their audience is in that 150 million or how to communicate with them but I guess that’s why they bring in people like me.
Anyway, I’m browsing around and come across a story on emarketer with some good stats. The usual stuff like “eMarketer estimates that in 2008 nearly 80 million people, 41% of the US Internet user population, visited social network sites at least once a month, an 11% increase from 2007.” Stuff I can use.
But what strikes me is this. “Plenty of users, but marketers can’t yet take them to the bank.”
Now, there are those that will dispute that. Dell claims Twitter has produced $1 million in revenue over the past year and a half through sale alerts. It’s about half way down the article. The article goes on to say that there are now 65 Twitter groups on Dell.com, with 2,475 followers for the Dell Home Outlet Store. But I digress.
What I need you to understand is that the point of social media is not to take people to the bank. It really isn’t. And if you turn your social media channels into sales calls, you will lose.
The value of the conversation. That’s the point to social media. I talk quite a bit about that when I’m out with clients or at events. Just think about that. The value of the conversation.
What does that value represent to you?
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