The social web is the new numbers game, because it does away with numbers.
Here’s how. Marketing used to be obsessed with big numbers.
The readership and circulation of a newspaper or magazine.
The viewing or listening numbers of a TV or radio programme.
The number of outbound emails needed to get an inbound response.
The number of impressions your ad. delivered.
And so on.
We all know that there’s waste built into this thinking because in this model we are using a broad approach in the hope of reaching enough people to find a few who may like us or (better-still) wish to engage with us.
We take this approach because either we don’t know who we’re talking to, or we don’t know where the people who may like us are.
All this has changed with the social web.
We now know who we should be talking to, because there are groups of individuals clustering together on the social web who talk together about shared experiences, shared interests and about their experiences with organizations and brands.
People-centric social analytics give you the intelligence and insights into what they’re saying, why they’re saying it, where they said it, when they said it, and to whom they said it.
What’s more, even those who are not active in sharing their opinions may still like or share, comment or retweet someone whose views they agree with (or disagree with).
These interactions help us discover more about the people you are interested in and who is influential, and whether they’re actively in the market or just looking or commenting.
This is where the new numbers game comes in, discarding numbers that are measurements of volume because volume is just noise.
The new numbers lead to context.
The new numbers point to real people.