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A Great Analogy For The Purpose Of Social Media
May 17, 2023
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Many of us in the social media space get hammered over “the ROI” of content, audience engagement, in general, our time spent on the platforms.
And while it gets tiresome, it’s also important to keep finding ways to possibly cut through and help everyone understand social media’s place — how it’s supposed to work with everything else we do.
So, I’d like to share a great analogy around this disconnect with social media from Tommy Clark of WorkWeek.
“Think about [social media] like a basketball team.
There are 5 players on the court at any given time. 1 or 2 of those players will be the leading scorers.
Then you have the point guard. The point guard’s responsibility is to get the scorers in the best position to convert and feed them the ball.
The point guard doesn’t need to average 30 points per game — he shouldn’t.
Social is the point guard. Not the leading scorer.
Social facilitates attention to the other channels that are more likely to convert — email, SMS, and even making paid advertising cost less.
Your marketing channels don’t work in isolation. They work together to drive sales — just like a championship-winning basketball team.”
This analogy rocks!
Here’s what I suggest to everyone working in social media:
Keep content focused on the audience. Study high-performing content. Success leaves clues. What generates reaction (and what does not)?
Stay engaged with the audience – help them feel a part of something. Because when we spend time creating a sense of community – this is what happens:
They will:
Stream your station.
Download your podcast.
Click links to your site.
Sign up for emails and texts.
Engage with your clients.But you should know the right data to put in your monthly recaps. Everyone loves numbers – and the insights social media platforms offer are robust.
Let us know how we can help you look at the right social media data, so you can show the time spent on social media is working with all-around brand building.
Reach out to me anytime on Facebook, Instagram, LinkedIn or Twitter.
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