Social media strategy: reaching target or chasing the large public?
Social media marketing seems more focused on increasing followers or likes instead of reaching the target, and, what is more important, the quality of the audience seems a little underrated.
Managing a couple of pages on facebook, I kept different behaviour: with one I tried to increase the bowl of users, careless about the user's profile, with the other I tried to catch those who may be actually interested in the content; the topic of the two pages also helped me through this process, the first page is about music videos, keeping a particular attention on design, which may interest a large public of music passionate and, the smaller one, of videomakers and designers; the second is the facebook page of this blog, and of course I talk to a little niche and it's not suitable to a large spamming strategy, in my opinion.
The first page is now counting about 300 likes, most of them are friends of who is managing the site, and the page is currently affected with low virality, lower than 1% and currently about 3% of engaged user, out of a reach of 50%, even though people are not interacting through the facebook page, most of the traffic come from links from facebook.
The second page is about 40 likes conquered among those who may be interested in the topic I am writing, such as old class mates and university friends, and hardly some professional of the sector, like other blogs owners and professors; due to the low bowl of users, facebook insight may suffer a little over-rating in percentage, so I try to convert numbers into words. The reach is still about 50% (this is due to the reach restriction adopted by facebook to launch its promoted post), virality is still low and it is basically based on the users commenting and their feed.
In this case the traffic on the blog is quite indipendent from the facebook page.
Despite the difference in users, the engagement of the two audiences is basically the same, little people liking and only a few commenting the posts; I am aware that the different nature of the pages could harden the comparison: cool-hunting, unlike information and opinion, with posts that try to encourage discussion, do not raise a large number of voices.
Stated that target is preferred to loads of fans, are large numbers useless? Those buying followers on twitter, those inviting all of their friends to like a page why are they doing it?
The only answers I can find are: bring results to bosses, gain reputation and credibility.
My idea is still that a good product/page/brand will spread by itself, but there has to be a threshold value that sings the beginning of virality between the target, and that sings the transit from an a recreational page to a credible page with good reputation.
Those values may differ from segment to segment, and the values for viralization, credibility e good reputation, with some certainty, I can say that are different.
If my supposition are good, as soon as I reach the values, I'll update you.
tangentwithtanner
titsay
jbbartram-illu
yousharknotpass
baratheonpilled
