Over in the US it is said that Twitter is struggling. It failed to add any new users for the second quarter in a row. At the end of September, Twitter had a core audience of 307 million active users, adding just 3 million worldwide during the three months since June. It seems mass market appeal is no longer there.
As CEO, you’re confident that your social media and content marketing is sorted. Someone handles your Twitter and Facebook, your blogging strategy, press releases, brand awareness and the general public face of the company. Maybe you don’t totally understand it, but you trust them to do whatever they think is best.
There’s a growing climate of casual acceptance in content marketing, which borders on complacency. While the various facets of social marketing are rapidly maturing, acquiring some kind of critical mass and effectively integrating with more traditional digital marketing tools, it still appears enough for many to just know the box is ticked.
Most online social communities depend upon reciprocation, following the activity of others in order to be followed back; a sometimes blind and urgent focus on simply driving up those important numbers. This is a call to pause for thought.
Much of business today revolves around metrics, data, numbers. The mass of people online means a wealth of data, new job roles designed to exploit that data and professionals desperately scrambling to keep their skills up to date. It’s not hard to see why data has been dubbed the oil of this century.
This is largely for the good, for transparency and accountability, for conversions and web traffic, unambiguous black and white. Close measurement and analysis has become meaningful and arguably most meaningful where it’s most niche, where there is specifically developed software within a sector; where metrics are fluid and have serious value.
Whether it’s ‘thinking outside the box’, ‘going forward’ or virtually any other oft-used term of business-speak, many people bristle at buzzwords. They should probably relax about it.
For marketers, communicators, PRs and most professionals addressing words all day long, those hackneyed and overused phrases of business language can become a grind.
In a digital world where everything is social and connected, will individual, standalone websites forever remain essential business tools? Or might they come to be replaced by content marketing and social platforms?
What value is there in having a website in today’s frenzied social content super highway? It might seem oddly simplistic, but the question is relevant.
Yesterday evening Chris Moss of FAMOSS ideas consultancy became the latest to take the stage at Cardiff Business School’s Public Lecture Series. Moss spent 8 years as Marketing Director of Virgin Atlantic, developing the company from single aircraft to international brand. He founded the Orange brand as Marketing Director and as CEO of 118118, grew the business from 5 to 5000 employees, achieving a billion dollar valuation and an international roll-out.
Any sympathy extended for having a name that lends itself to terrible puns should be saved. It hasn’t held him back.