Philip Wride – Social Media Marketer and Community Manager

I noticed a story on SocialTimes.com the other day and I think it perfectly highlights one of the important points to remember when creating and implementing your Social Media Strategy and is something I touched upon in a previous post. With a multitude of channels available and tools to manage them you need to consider which ones are going to be most beneficial and be prepared to spend more time on some channels to make them a success.

In this SocialTimes story about Kanye and Jay-Z, two of the biggest music artists on the planet, they opted for a specific channel to launch their new single and it turned out to be the wrong one. They tried playing the numbers game on Facebook and failed; 6 million+ fans “should” mean a good download rate, or at least that’s the way they saw it.

In reality the percentage of people that downloaded their new track was laughable and chances are they won’t look to use Facebook again for this sort of promotion. I have to ask though, are they that naive that they just assumed it would work? Clicking “like” once is easy for everyone to do, gaining regular interaction and a connection with those people is a lot harder and takes a lot longer. Time should have been spent trying to generate great rapport with the audience before launching the single in that channel rather than throwing it out and hoping it would take off.

The points to remember from this post; don’t assume every channel will automatically work and that some channels will require a lot more effort than others to get the most from them.