Are We Over-counting on information to Make Social Media choices?

December 7, 2015

giant knowledge.

knowledge-decision choices.

knowledge.

knowledge.

information.

Isn’t that all we’ve heard the last few years? the info dialogue has been so giant, if truth be told, that there’s incessantly room for nothing else on the subject of digital and social media technique.

Now, I’m not here to debate the validity of data. I are aware of it’s crucial portion of any a success digital or social media advertising program.

but i am here as of late to argue this: Is it that you can imagine we may be relying on knowledge an excessive amount of?

I might say “yes.”

I’m of the realization the marketing, PR, and inventive determination-making just isn’t a one-trick pony. Making decisions in response to knowledge alone is a dangerous proposition. instead, we will have to be making choices in response to data + experience, context and one of the very best instruments on hand to us all–our “gut.”

Let’s have a look at choice-making when it comes to social content material, as an instance. And let’s take a look at a recent instance from a huge brand everyone knows: Kohl’s. right here’s used to be Kohl’s submit on Thanksgiving day:

now not all that shocking, right? in the end, many manufacturers make this sort of put up on large holidays like Thanksgiving. And, take a look at the social signals–thirteen,614 likes, 345 shares and greater than 100 feedback! This put up worked! It “engaged”our audience! Let’s plan for more vacation posts!

That’s the thinking of people that are pushed handiest via the info.

i would inspire us all to look at the opposite facet of the marketing coin when making content material selections.

for example, as a retailer, posting anything on Thanksgiving day may just stir up ideas and feedback round why that retailer is open on Thanksgiving, and the inevitable backlash could observe. especially with companies like REI giving their staff the break day after Thanksgiving. So, it wasn’t stunning to me in any respect to peer feedback like this from people within the circulate:

they may have predicted that backlash–anyone will have, in point of fact.

What’s more–what’s the usual, “do-what-everybody-else-is-doing” Thanksgiving put up going to actually get you, as a brand? What do you hope to realize? Likes, feedback, shares? looks as if that’s all brands are after.

eventually, why do brands want to post at all on holidays? Are folks actually just waiting through their computer systems and phones prepared for Kohl’s to wish them a cheerful Thanksgiving? How does that impact brand awareness and popularity?

in this scenario, I may argue if the Kohl’s team sat down and idea thru all of the angles, they may have determined to not make this put up. as it stands, it seems like a pure social metric take hold of. according to the data, they comprehend these vacation posts “perform”. They knew they’d get lots of likes, shares and comments. they usually need those to hit their month-to-month benchmarks.

however, if they’d appeared at the information AND thought concerning the “softer” side of the choice, they’ll have decided to not publish in any respect.

This is only one instance, thoughts you, however I see it going down an increasing number of.

once more, I’m now not saying information is the enemy.

I’m no longer saying you must ignore all the information at your disposal.

What i am announcing is in reality somewhat easy: Don’t OVER-depend on the data. Take various points of view into consideration when making your content material, social and digital advertising and marketing selections. relying on information alone will also be very dangerous.

picture credit score: IMG_2491 by means of photopin (license)

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