We have so much information in our hands that is very easy to get lost in the noise. I’ve seen it before, professionals in the media or communication business competing to get followers in social media, measuring their vanity with numbers that only translate to happy hour anecdotes.
“I have so many followers”, says one. “Oh! the other day my post was retweeted X amount of times”, replies the other. “I have so many people engaging with my content, my goal is to be trending topic tonight”.
These conversations are happening, not only in small organizations, but very big ones. When Social Media is performed without a clear goal in mind, or when the digital managers are not clear to communicate the objectives to the employees, and decide to keep the KPI’s to themselves (if they have any), all these numbers and efforts are going to waste.
It’s true that Media organizations might not be able to track conversions as easy as online retail stores, but continuously defining digital strategies (not as a set and forget instructions), could make the effort of these employees somehow more tangible. The pivot to video doesn’t have to be their “California Gold Rush” (Or “El Dorado” for my Spanish speaking friends). Without a strategic approach, taking advantage of legacy channels in combination with the digital reach capabilities, the production of video inventory could simply go to waste.
Oh, and don’t get me started on silos, and all the benefits that could be obtained by metrics generated in the marketing department that are just not being considered.
STATUS: THE AMOUNT OF FOLLOWERS IS NOT CURRENCY THAT YOU CAN SAVE FOR LATER. THERE’S NO 401k FOR VANITY.