Quantity versus Quality

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.


 

Contributor:

Hollie Azzopardi, Account Manager for Stolen Quotes

How ‘social’ is social media?

If I’m at a bar and I don’t check-in, was I ever at the bar?

Okay that was a joke question, but it highlights an interesting concept around the way social media affects the way we socialise today.

According to recent statistics, the average Australian person spends around 13 hours a week on social media. If we assume that most of us don’t spend our working hours on social media and we don’t include the time we are asleep, we are spending a large proportion of our free time scrolling through our news feed, updating our status and Tweeting to the world.

Don’t get me wrong, I love social media, it’s a huge part of the industry I work in and using social media is an essential part of my job. I spend a good chunk of my working day on Facebook, Twitter and LinkedIn. While I love feeling connected and building relationships through social media, I have to wonder what I miss out on when I completely disengage from my physical surroundings.

When I think about some of the stand out moments of my life – travelling, seeing my favourite band in concert and my 21st birthday, I disengaged from all these moments to reconnect with my online social network. On my birthday, I spent time checking in and taking photos. When I saw my favourite band, I filmed my favourite song and uploaded it to Facebook straight away. When I travelled, I took hundreds of selfies in front of famous icons and put them on Instagram. The scariest (and somewhat embarrassing) truth to the travel photos is that I didn’t take them so they could be treasured memories of my trip – I took them because I know travel photos get a lot of ‘likes’.

So here are some questions for consideration:

  • Has our social media started to dictate our social lives?
  • Does appearing to have a good time mean more than actually having a good time?

Whether we like to admit it or not, I’m sure many of us answered yes to these questions, myself included.

This month the Stolen Quotes team is trialing #LowFiJuly. We are all putting away our mobile phones at lunches, work drinks, networking events and pretty much any social outing. (Ironically we’ve made #LowFiJuly a hashtag – we only tweet about it after lunch, we swear!) So far we’ve all done extremely well and I feel personally more connected and engaged in the lives of my colleagues. It actually feels like a weight has been lifted because I no longer obsessively scan my news feed while trying to tell the team about my weekend plans. Who knows, #LowFiJuly might stick around for August.

Contributor:

Sarah Brown, Account Coordinator for Stolen Quotes.