Whenever anyone says that a business or brand MUST do social media, I cringe, I wince, I reach for a cocktail. Then I shake my head and think.. follow the money.
Numbers, meet Perspective:
YouTube has millions of people who like funny cat videos and other people like to mock them with hilarious, f-bombing NSFW cat videos.
Translation: There are years worth of content uploaded every day, meaning there’s no way for people to see even a fraction of it. For every commenter on YouTube there are BILLIONS who are not registered, don’t share and never comment.
Google Plus is growing like gangbusters, hit a record 25 million in no time flat, will probably exceed 30 or 40 million users by the time I hit publish.
Thusly: By the time you read this, there could be 50 million users and therefore, about 6.3 BILLION non-users outside the Circle.
Twitter has some 200 million+ registered users, depending on what the searches say.
Ergo: Roughly 6.5 BILLION people do not care. It’s used mostly by spammers, brands, bloggers, my cool TV-loving peeps, obnoxious fame-whoring celebs and per Gini Dietrich, PR and marketing types talking to each other. Any clever Twitter infographic will point out that most people don’t get follows, clicks, RTs or anything approaching ‘influence.’
Facebook would be the 3rd largest country in the world, with 700+ million users.
Reality check: There are about 6 BILLION people NOT on Facebook. Of those that are of the legal age and are on FB, I suspect the majority are playing Farmville, uploading baby pics and ignoring your marketing efforts, so it’s not time to surrender just yet.
Do you know IF your audience is social?
I’m not lobbying against social media marketing, far from it. Just needs to be done correctly.
I have more friends, know more ‘regular’ people not in social – not on Twitter or even Facebook – than I know who a1re on. They’ve barely heard of Google+ and only pay attention to YouTube videos for kicks.
The ones that are ‘social’ have Facebook and banner ad blindness. You’re rarely going to reach them ‘socially’ with your marketing, save for a well-written content driven blog post that answers their specific question on how to find a deal at the store, which dishwasher is worth the money, etc.
Why do you ‘need’ an iPhone or iPad app? Not because everyone has one; with ‘only’ 130 million iPhones and 30 million iPads sold to date, roughly MOST of the planet does not have one.
The reason you market to iOS users is your research shows you they are YOUR audience, they’re the ones likely to have the income, interest and inclination to buy your product or service. So what if mobile users make up only 33% of your web traffic; it’s their percentage of conversion and sales that matters.
Fish where they are biting.
Don’t be blinded by the statistics and big numbers, and jump into social media because you ‘have’ to; if your customers are biting there, bait your hook. If not, follow the money to your own ‘Safari-using, mobile-gaming, iOS-wielding, Twitter-updating, high-income’ shopper waters.
“We’re not normal people,” quipped Mike Leszinski during a soloPR chat. Social users are a strong demographic of biting fish. The question you need to answer for your small business is: Are they YOUR fish?
Thoughts, quips, nits to pick? Please share.