Notes: Chapter 6
1. Think about media companies, who have been successful with their Facebook strategy: they all kept their own websites, of course, and they use Facebook to push people to their websites, not the other way around.
2. You don’t own Facebook and you’re not in control. See Camisani Calzolari, Marco, Escape from Facebook.
3. All this is so wrong and so stupid. It seems to misunderstand the fundamental change we have witnessed: that on the web – not just on Social Media – everybody can talk: Your Company’s Urge To Tweet Is Wrong.
4. If you don’t set clear goals, whoever took your marketing budget is going to make up a brilliant success story ex post for you about how many fans or tweets, retweets or something similar you got. He or she is almost certainly going to give you a beautiful colour report as well. Enjoy it, put on a nice face and hope your boss will like it, too!
6. Low-quality New Economy drugs, to be precise. Remember when all the dot-coms were busy screaming saying that every subscriber to their newsletter was worth hundreds of dollars? You don’t? See, that’s the problem.
7. Owned Media, Earned Media and Paid Media. Every time I heard people give me that jingle, I rolled my eyes over. First, because it immediately made clear that to companies it’s all about ads, ads and yet more ads. Ads and slogans to people who go to their websites, ads on Social Media and traditional ads on other people’s websites. Quite naturally, because “When you have a hammer, everything looks like a nail”. Second, because Earned Media is a misnomer: it was not really “earned”; it was given to companies as a gift so as to hook them up on Social Media, which very soon will become Paid Media just like every other form of media, as we shall see in Chapter 8.
8. Here are the numbers for a campaign they did for Sony, and the random sum they call “reach”.
9. Degordian, an Advertising Agency in Zagreb, Croatia, tries to calculate the value of a Facebook Fan.
10. The fact that producing content may be cheaper than buying ads is simply not enough.
11. I am very sceptic any time one of these Social Media sites tries to convince companies to spend marketing money to achieve what I call “internal results”, i.e. results about how they position themselves on their platform instead of real-world results. Likes, fans, followers, tweet, retweets, impressions. All fine. But what about sales? “Do you want to see the goddam sales curve stop moving down and start moving up?”, as Rosser Reeves used to say.
12. Please read the results of the Kia Soul Facebook campaign on Scribd.
13. B. J. Mendelson goes on to say that even if all the fans who said they had more awareness of the Kia Soul ended up buying the car, which of course is absurd, that would still count for less than 0.7% of Kia’s revenues. And the figure is more likely to be somewhere closer to 0.007%. Mendelson, B.J., Social Media is Bullshit, pages 105-6.