Why are we obsessed with vanity metrics? Like Love Island, we know they’re bad for us, but we keep coming back for more. There’s a guilty pleasure in notching up followers, or clocking more likes on a post. But measurements that involve sheer numbers, such as follower counts and likes, don’t actually prove very much. They aren’t particularly good indicators of how well you’re really engaging your audience.
Social media is not about hard sell, or building up fan numbers. It’s about you and the relationship you have with your audience. Like all good relationships, it’s about building trust, having meaningful conversations and connecting with the people that matter.
Don’t get stuck on vanity metrics (numbers which look good on paper but actually don’t help your business goals). Try to do what you enjoy. Not only will you be more successful on social media but you’ll also have more fun. And if you’re having fun and being genuine, you’ll get a better response from your audience. It’s a win-win.
Having a strategy – and sticking to it – is essential to build engagement. It’s worth putting aside a couple of hours to make a quick, high level social media plan. Two hours invested now will mean you reap rewards later: set out your intentions so you know what you’re doing and why you’re doing it.
The Social Media Reboot is a mini version of my Social Media Launch Pack. It’s 4 pages of templates for freelancers, sole traders and micro businesses (where you’re likely to be managing your own social media – and you’ll find it easier if your online voice reflects you).
The UK festival season has kicked in: everyone’s talking about summer and, if you’re that way inclined, you’ll want tickets to your favourite field party. So how are festival organisers making the most of it? I compared ten of the UK’s top independent events on social media, using Brandwatch to track mentions and hashtags.
Unsurprisingly, there’s a healthy conversation around music festivals in April and May (5980 mentions in total), with a strong contribution from mainstream media (led by online local newspapers).
Kendal Calling and Festival No 6 come out top of the comparison, with volume of mentions roughly in proportion with their social media following. Secret Garden Party does less well – despite having nearly the same number of Twitter fans as Kendall Calling (around 50,000), they generate less than half as many mentions.
There was a hint of rebellion bubbling under at last week’s Social Media Week London. But despite Will Hayward of Dazed (above) kicking off the conference with a fabulous call to arms – wanting all of us to turn off our ‘content pipelines’ and start doing something more interesting instead, most sessions reverted to business as usual, focusing on brand-building tips and tactics.
Here are my top three takeaways from the week:
1. Short-form visual content is overtaking the written word: the most popular ‘word’ online in 2014 was the heart emoji (Twitter’s Tariq Slim). Twitter reported a massive rise in short-form content (Periscope, stop motion Vines and gifs). Jonathan Davies from Buzzfeed noted the same, citing animated Vines and gifs. Ed Couchman from Facebook has seen a huge rise in emoji, stickers and photos. By 2018, he says, 9/10 pieces of Facebook content will be video.
The whole project looks like a great metaphor for organisations doing “social” badly: by externally “rebranding” Africa, L’Uomo Vogue manages to demean a whole continent while also continuing to assert a kind of outdated colonialism in proposing its own ill-informed solutions to complex issues such as Nigerian economic inequality (build a Rodeo Drive, apparently) and devoting full-page spreads to people like Diezani Alison-Madueke, Nigeria’s oil minister, widely considered to be one of Africa’s most corrupt politicians.
The “Rebranding Africa” issue of L’Uomo Vogue has not surprisingly upset a whole load of people. The irony is that the editors can’t see what all the fuss is about: they are “listening”, right? They are “paying attention”, surely? They are even “engaging” (see the response of Franca Sozzani, Vogue Italia’s editor-in-chief, to a blog comment, below).