Well, it ain’t gonna’ happen, baby. Way too much work. Besides, I have a lot of trouble believing that much of the fluff posted under the banner of “social media marketing” ever hits anyone’s eyes, let alone influences their behavior.
In fact, I don’t see any of today’s top internet marketers wasting a lot of time tweaking a Facebook fan page. That’s because it’s an awfully long line between twittering and actually putting something into your bank account. Hence the huge tempation to use social media as a cheap billboard. We all know how well that works.
So it’s refreshing to see marketer Jack Born write:
“… advanced marketers don‘t begin with the invention (i.e. the final transaction). We begin with traffic and ask ourselves: “What would these people want to buy?”
Another way to say it: Remove the hoops, interpolations and projections in our marketing and it’s instantly more effective. Find the simplest ways to understand and forge an emotional connection with our customers. Avoid the layers of complexity needed to manage your marketing on someone else’s constantly morphing platform.
I’ll take one solid hour of this kind of nuts and bolts, strategic thinking over a hundred hours running silly promotions on a fan page.
