Finally, finally, finally, we come full circle. A new Gallup report highlights what we have been saying all along. Social media is a tool to connect and communicate, but brands will not be rewarded just for showing up.
“Social media are not the powerful and persuasive marketing force many companies hoped they would be,” concludes Gallup. Detailed findings can be found in this Wall Street Journal article, but the basic message is that quality wins over quantity. Having a large number of followers, likes, or tweets is far less relevant to a brand’s success than the quality of their interactions with the right participants.
Of course! When has quantity ever won out over quality in marketing?
- Do we care about how big our email list is or how good it is?
- Do we care about the number of promotions or the effectiveness of the promotions?
- Do we care about the number of eyeballs that saw our advertisement or its influence and relevance?
We are delighted to see Gallup’s findings emphasize what we have always viewed as the correct use of social media—as a tool for connecting with and listening to target customers. Customer input provides a foundational element for developing insights, and insights are the gold by which marketers win.
In our discussions with marketers around the globe, we know that quantity metrics are easier to measure and often used to justify social media investments. But the real social media equation is not so simple. Whether you are a B2B, B2C or B2B2C business, we urge you to evaluate your current social media program and, if necessary, shift your focus to prioritize quality over quantity. Quality may take a little longer and it may be a little harder to measure, but be assured that it will pay handsomely.
