17 January 2012

Reaching Critical Mass Through Social Media

It seems like even the laggard brands are now finding their way on Facebook. And what better way to kick things off than running a big promotion with a big prize.

Wrong.

Brands are relying too heavily on "going viral" and "amplification through social networks" and "sharing". As a result there are far too many social media promotions happening at the moment producing less than average ROIs. Big budget promotions are only receiving very little uptake.

It's pretty much the reason I recently won a car. In fact right now I am in with a pretty good chance to win $10,000 in a video competition... where less than 30 people entered.

Brands fail to understand that to run a big social media promotion you either need a cracking idea, a big media buy, or an already established audience. You can't launch and expect big results from your small community.

Instead, start with small, regular promotions until you've built up a sizeable audience. Then start giving away cars and large sums of cold, hard cash.

4 comments:

  1. Pretty much the only reason you won a car was because your mate ran the competition. It is easy to win when you have someone on the inside.

    It also looks like you won't win $10k as you are 300 votes behind the winner (and you only have 600 votes in total). I know this post was an attempt to get people to go vote but I voted for the current leader just to spite you.

    You should blog about how social media can backfire on you when you are a douche.

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  2. Wow ! good can't stop just laughing.

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  3. real funny lol
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    http://textme4free.com/

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  4. This is what I was looking for. Thanks !

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The views expressed herein are my own and do not necessarily reflect those of my employer. Also ponies are evil.
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