• Workman Toft posted an update 1 year, 8 months ago

    Social Media Marketing Is a Joke – It’s Time We Admit It

    As marketers and advertisers, we pride ourselves on accuracy. In the olden times of marketing and advertising, we obsessed over rating numbers of tv shows, readership for print promotions, and delivery success rates for direct mail.

    In all cases, the platforms of the day were heavily buy spotify followers audited. You knew, with fair certainty, was the audiences were for any particular medium or channel because there was usually a point of review somewhere for the numbers.

    Traditional media such as radio, TV, and print had been around long enough that there were thousands of case studies one could study the success or failures of individual campaigns. Because these mediums were part of the public record, it was easy to work backward to see what mix of media and budget worked and what didn’t.

    As an industry, we could quickly establish benchmarks for success – not just based on our personal experiences- but in the collective experiences of very clear strategies laid bare for everyone to dissect.

    Well, that all went out the window with social media.

    Facebook, Twitter, and Instagram’s numbers were always a joke.

    In days of yore, company valuation was based on revenues, assets, and human capital, and performance.

    That all changed when someone came up with the concept of “daily active users.”

    The race to gain users became the driving force for social media platforms in a way that we’ve never seen before. Now, the obsession with user growth opened the door to advertising and marketing fraud on a scale that just wasn’t possible previously.

    Let’s get something clear: any platform that allows for people to create thousands of fake profiles so others can buy likes, followers, retweets, or shares is toxic to advertisers and brands alike.

    Now, I understand that the word “allows” is doing a lot of work in that sentence, so let me expand a bit what I mean.

    I don’t think I’ll get many arguments when I say that -regardless of what I think of them- the most successful social media platforms on the planet are also some of the most sophisticated technological enterprises on the planet. They have -arguably- some of the best AI around, as their entire business models revolve around being able to crunch numbers, facts, and obscure pieces of data millions of times a second.

    They are also massive corporations, with an army of lawyers and IP bulldogs waiting to protect their brand against any hostile outside forces.

    So explain to me, how is it, that even after all we have seen in the news people can still buy Facebook likes, or Twitter followers, or Instagram fans?

    The reason: it was always a scam. And we got conned along with everyone else.

    If your company is valued on your number of users and the activity of those users on your platform, what do you care if they are fake or not? If you did, you’d hire an armada of auditors to ensure the integrity of your userbase. I don’t believe they ever did and will never do this.

    Social platforms deploy their honey trap.

    Initially, social platforms such as Facebook and Twitter lured brands and companies onto their platforms with promises of free marketing and advertising. The ability to quickly grow a fanbase and follower base, without the need of hiring marketing shmucks like me. Why waste time on hiring a professional when you can do it all yourself for nothing?

    At first, I was a supporter of this. I believed that marketing and advertising was often something that only larger companies could afford, and that small business marketing was being left behind. Social media marketing allowed for even a mom and pop shop to compete online.