Knowing who you reach is better than scattering your message hoping you reach!
I wasn’t expecting to post today, yet I saw a few articles about how social media is dead, or at least a dead-end for organically reaching people.
What happened? Well, social media became less social. We keep using it incorrectly, marketing the heck out of people’s feeds, and people started to ignore these messages. We as humans are very adaptable, and just like the ads on websites that most of us have been able to ignore, the social media posts are also easy to ignore.
Instead, people started keeping to themselves, or worse, began adding to this marketing monster. With everybody shouting at each other about this event, that product, this television show, and the chats and replies slowly going by the wayside, people are communicating at each other, not with one another.
To me this is further proof that we need to start treating people like people again. Simply lumping everyone all together by shouting out your marketing to the world is not going to work. You need to have organic reach.
Organic reach to me is reaching people more personally in an authentic way. Social media, out of wanting to monetize everything is starting to shut down our ability to do this using their platforms. Some people say to quit wasting time on social media and go back to email marketing. I agree for the most part, however, there are still ways to use social media to achieve organic reach if we would only treat people like people again. What about responding to one another again?!
Seth Godin, always locked into the current marketing direction of the day, recently posted something very similar to this idea. People are not a number or a brand. People are individuals, and we need to start treating them as such.
It may be the case of wanting to take the easy way out, but as we are seeing, this easy way out does not work. Building relationships with people online and offline is what will work. I (with a team) just sold out yet another show. Yes, it is work to go back to more old fashioned ways of using new technology, but I know it works, and this is what counts.
Don’t you want to invest your time and money on what works?
Cheers to happy and loyal audiences,
Shoshana
Shoshana Fanizza
Chief Audience Builder, ADS
