Many brands feel the need to be on Social Media. Competitors do it. Other successful enterprises do it. Everybody does it. Whenever I meet with brands, they tend to think they HAVE to be on Facebook or Twitter or LinkedIn. They should have a blog and start developing ideas for Google+.
An armada of consultants and agencies tap into the culture of fear: If you’re not part of the Social Web, you’ll be forgotten soon. Why wouldn’t you be on Facebook, the third biggest country in the world? Is there a reason you don’t think about Google+, the platform with the fastest adoption rate of new across all social platforms? Or better: If you’re not on Twitter, you don’t have a business. If you don’t have a blog and create content, you’re not alive.
Don’t make it about numbers. Make it about your audience.
It makes sense why consultants peddle Social Media stats: It builds an impressive case for Social Media. However, it builds an impressive case for generic Social Media. Sure, Google+ has millions of users and Facebook will reach 1 billion customers soon.
The problem is: your customers are not stats or pure number. They are individuals.
The case for individuals.
It’s... Read more