Show Me the Way

In an article i read this week entitled turning social media follows into content marketing lead, i was able to understand and see how many people view the unpredictable nature of social media. The article by Jonathan Crossfield draws  an interesting parallel between social media leads and DJs attracting prospective audiences to bars.

Throughout the article, Crossfield discusses how people focus too much on pointless information such as return on investment; however, the real problem lies in lead acquisition. The need to try get results because a simple "like" may only take a few seconds. Companies need to keep in mind the effort put into social media marketing directly corresponds to the results. This can be understood in his analogy of DJs attracting people to bars. 

DJs may play a gig at a certain venue, but it is not their job to sell drinks. They are solely bringing in people that might be converted with drink specials. Although, if the bar and dance floor were located in different buildings then there would need to be a definite, clear path between the two to ensure drink sales. As a result, companies need to have a strategy that allows the followers to be motivated along each interactive step. This would allow numbers to become more relevant as you can understand each person's journey and where followers are lost. 

I think this article definitely hinges on the focus that strategies are so crucial to achieve goals. Also, i definitely agree that hard work pays off. A prospective customer, follower, or fan can tell when a company wants to interact with them. Hitting like on facebook doesn't necessarily mean that you are doing well. You need to get me to subscribe to a newsletter or read news about your company. Keep them on my mind so i spread the word to my friends. Social media has so much potential and companies need to capitalize on it while they can. Who knows what is right around the corner?