Why Social Media is working so well. And Old Advertising isn’t.

How many tweets do you see on the regular condemning the wilting old-school advertising and praising the blooming social media?
A lot right? All those social media bloggers convincing you, reason after reason, why social media is so useful.

Magazine ads, TV ads, billboards are supposedly close to the endangered list. Social Media, Blogs, Adwords is the new “fittest” to survive.

Bob Garfield’s book Can’t Buy Me Like offers an explanation. Perhaps people aren’t reacting to old school advertising anymore because it’s being pushed in their face. And anything that is pushy does not work. After all, why should I want to see a car ad if I don’t need any more cars?
Social Media on the other hand is a choice. Users choose which pages they visit and who they follow. They want to see the ads that they want to see.

Could There Be Another Explanation?

Before the days of social media, old school advertising was the only kind of advertising. Billboards, magazines, posters, salesmen.
And it worked. Better than it does today – is what they claim.
This means that wanted and unwanted messages were unanimously pushed into people’s faces “back in the day” as well. But it worked.
Conclusion: “unwanted advertising” really isn’t the issue. It worked.

 

New Explanation.

New forms of advertising are invented year after year. New mediums for advertising. New technology for advertising. New psychological techniques of getting attentions and reactions.
But could it be that an advertising platform has a certain kind of capacity.

Driving through corn on a freeway you see a billboard. It’s a single billboard that towers above all the corn. How much of your attention does it get? 100% How much of your brain is immediately deligated to pondering the reasons for it being there, and perhaps it’s message? Well, a significant portion anyways. (A percentage value would not help to drive my point, since we only use less than 10% of our brain).
ImageNow you are driving through another cornfield and you see four billboards towering above the corn. Interesting you say, and start skimming them in the sequence of your choice. 1, then 3, then 4 then 2.
You now find yourself driving through 10 billboards. You only read 3.
Now extrapolate.
How many billboards would it take for you to completely ignore all of them. Simply because there are too many. None stand out.

New types of advertising are born every year. And every year old forms of advertising fill up, because they are overused and get crowded.
We become immune to their uniqueness. And if not completely immune, we become very selective about which ones we really want to give our attention.

Think of it as a flood entering the hidden depths of an anthill.
As water invades an anthill, it first floods the top spaces first. Then as the water “discovers” new passage ways to drain down to, it fills up the deeper spaces. Only once it has flooded the first tier does it go on to flood the next tier.
Watch a cool illustration of the phenomenon in This Video (AnthillArt.com)

ImageJust like the anthill gets flooded, the same way advertising gets worn out.
It’s a beautiful thing.

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Advertisements

Silence in Social Media

ImageHaven’t tweeted for a couple days and lost 5 followers?

Yeap. That’s what happens. (Could be worse, could have lost 50)
Silence during a social media movement is not desired.
Why exactly?

Here is what runs through your audience’s mind consciously and subconsciously when your company ‘takes a break’ on social networks:

  1. follower thinks nothing exciting is happening in your company [conscious]
  2. follower thinks your company might have things happening, but does not have much to offer to its audience [conscious]
  3. follower assumes your company can’t keep up with it’s social media, isn’t keeping up with all the others, and therefore not the strongest [subconscious]

  4. follower does not want to waste time following blog/tweeter page/facebook that is inactive or delivers little information [conscious]
  5. follower may assume something negative happened in the company, and it is in a sick/inactive stage [subconscious]

Whether these are true or not – does not matter. These are straightforward human reactions to silence.

‘Just like your mom would assume you are dead – if you didn’t text/call her as promised. This is the reflex of social networks’ audience, if you are quiet’   -KsenMarkets

General advice: Do not have silent periods.

But, if you absolutely have to – you have to make up for them in your subsequent post.

  1. make it grand – post something even more exciting than your regular posts. even if nothing grand really happened.
  2. very very subtly apologize for the silence. very subtly. explain the silence indirectly. eg “last 3 days we were heart and soul working on your new publication”
  3. post larger amount of posts in the next couple days after the silence. then go back to normal post volumes.

Silence may not always be golden 😛

Is Social Media Worth My Time?

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Supposedly practiced by teens, young adults, and procrastinating students – social media often gets a bad rep.

Social media is associated with liking, mindless browsing, 0 originality, social nonsensical time-wasting entertainment.

But, according to The Weeks’s Does Social Media Make Us Smarter? all that critique is just an old-conservative-grouchy-man’s rant.
Social media does positively effect learning.
Apparently –  social media engagement makes people write much more outside the classroom/workplace. Sites like Twitter that limit word space – teach economy of language, and effective expression of your opinion.

Here’s what’s up: As a young malleable teen writing a paper for class – you know the paper’s audience is limited and the purpose of the paper is artificial. The motivation is low because you’re simply writing to fulfill a grade and a deadline.
Now on an online forum: faced with an audience of thousands if not millions – how accountable/influential do you feel putting out a message into that world?

“…Once [you see a] first comment from someone outside the classroom, [your] entire world shifts, because [you] understand [you] are thinking publicly, and that catalyzes [you] to produce something better…”

[All that according to Does Social Media Make Us Smarter?]

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As a fish in a small pond – social media swims you out into the Ocean.

Browsing the old Tumblr, 9gag, or pinterest you marvel at how much you are the same as your fellow people of the world

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Social media shamelessly uncovers hidden emotions, insecurities, tendencies, tricks, and inspirations –  which, turns out, are common to all of us. We are all the same. The world gets smaller.

Social media helps the people of the world get on the same wavelength.

And the quicker we can all realize we all act in the same ways – the quicker we understand each other – the quicker we can move on to discussing more important things:

  • politics
  • environment
  • goals
  • group ventures
  • future

If not for social media, we would waste a lot of time getting to know each other just to establish rapport. And only then move to discussing things that forward mankind.

Now you can think of social media proactively and mindfully.
Put your social media efforts to the right purposes – and they will do you good.

A Sweet Spot For Social Media Buttons

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I will share GIVEN I see the share buttons.

You want online attention, correct? Want to be an expert at online marketing, social media, SEO, etc?

The trend in the last 5 years is to put social networking buttons – on the side, on the bottom, off to the side.

In a way, that is like extending your hand backwards for a handshake. -KsenMarkets

Many sites saw the opportunity – and put their sharing buttons right at the top of their page, right in your face, so to speak. Check out these:

No wonder they have such a wide influence online.

The lesson is: The reader has just clicked on an interesting link, your company’s link. The reader skims the first few sentences of your content.
Full with excitement, hope, new insight, energy.

When is there a better time to offer the reader some social media buttons?
Never.

Put those buttons right next to your golden content. Share, Like, Tweet.
That’s the sweet spot for social media shares – in the heat of the moment.

Hard Work and Success: A correlation?

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Ever heard Thomas Jefferson say,

“I’m a great believer in luck, and I find the harder I work the more I have of it.”

Does hard work directly correlate to luck and success?

No it does not. If it did –> refer to meme at start of this post.

On a serious note: According to Charlotte Beers, (american businesswoman, former under secretary of state, and influential writer,) 

“two thirds of your day is about delivery (the way you work), and about one third is getting good work done well”

Working hard means “getting good work done well.” But it’s how you deliver that work to others that brings you success and luck with others. If you know yourself to be a hard worker but aren’t getting results – you need to focus on delivery.

Social Media exemplifies this concept.

  1. Even though you are writing killer content, it is NOT getting noticed. Change the way you deliver it. Write in shorter sentences. Link Videos. Link other blogs. Chose your colors well.
  2. Your Facebook is filled with amazing motivational and educational content but people aren’t noticing. Tag others and organizations in the posts. Link. Try a social ad campaign.
  3. Every neighboring business knows about your business, but you’re not getting clients. Ask advice from your neighboring businesses. Link your local listings to theirs. Distribute print ads through your local business neighbors. Change your online presence. Find new forms of customer to business conversation. AKA business to customer DELIVERY.

The next time you pour your soul and heart into something – and get nothing back. Rethink where your efforts are going.

Are you delivering your efforts the right way?

If they are not coming across – they are going to trash.

(For future: if you improve the way you deliver, you won’t have to squeeze yourself like a lemon next time – you will get better results without overexerting yourself.)