Let’s play a game. Imagine I have both of my hands filled with M&M’s – but my right hand is far more full than my left. So full it’s overflowing. And you’re a chocoholic. Which hand are you going to pick?
(If you said left, then you’re either lying or not playing properly.)
Here’s where my metaphor will start to shock. That overflowing hand of M&M’s you’ve picked? All of the chocolate is stale, and mouldy and inedible. In my left hand – the hand that was nowhere near as full as my right, are peanut butter M&M’s. And they are fresh. And they melt in your mouth. And you love peanut butter. Are you catching my drift?
This is the old quality versus quantity debate. Most people will choose the hand with more M&M’s – not questioning the quality. More means better, right?
So how does this relate to PR?
With the convergence of traditional and digital media, the PR landscape is rapidly changing. It’s no longer enough to send out media releases to journalists in the hopes of getting front-page coverage on a metropolitan newspaper.
Today it’s all about digital. A rise in social media platforms, SEO awareness and user engagement has naturally lent itself to the PR industry. Companies today are touting themselves as ‘social media experts’ claiming they can assist with ‘social media strategy’ as a component of an overall PR strategy, getting your company’s Facebook page hundreds of likes in days of launching.
But how do you know you are getting value from these likes and follows? And how do you measure ROI?
This is where strategy comes into play. Before commencing any social media project, make sure to compile a digital strategy report. The report should highlight the varying social media channels including recommendations around whether your company should even be on social media in the first place. That’s right – sometimes it’s better for your company to stay off of Facebook.
If your company does require a social media presence, make sure to work at creating online communities that cater to your business’s target market audience. Facebook insights are brilliant in that they tell you exactly who is engaging with your page; by age, gender, occupation – you name it.
The thing is, anyone can buy your page hundreds, if not thousands, of likes in a matter of days – even Tony Abbott did it. But the insights tool will show you that these likes are from hundreds of people in Mauritius (as an example). Great if you’re launching in Mauritius. Not so great otherwise.
It’s time for businesses to realise that the true value in social media and digital strategy is not necessarily around how many likes your page has, or how many followers like your status. It’s about the quality of the connection – does the follower fit your target market? Will engaging with them online increase sales opportunities?
If your social media page has far less followers than your competitors, but over 80% of your followers are your target market, then you’re onto a good thing.
And you should reward yourself with a handful of M&M’s.