Size Really Doesn't Matter
July 22, 2014
There's no arguing that Mark Zuckerberg's turf is a monster when it comes to touching fans and strengthening the assets we own. But the reality is that social connectivity is happening beyond Facebook – really big moments are unfolding where everyday people are using social to help their communities and even themselves.
Consider Andrew Goldin, who launched a crowd-funding campaign to bring Foo Fighters to Richmond, VA.
Goldin orchestrated this without the Foo's knowledge, created a community big enough to raise the money and impressing Dave Grohl so much he and the band have agreed to do the show.
Or Bryan Donaldson who tweeted his way to a gig writing for Late Night With Seth Meyers. Here's Donaldson the night before the show's premiere:
Donaldson was just a guy living in Peoria who post a couple jokes a day. So many people stumbled on Donaldson, including Alex Baze – head writer for Late Night.
More and more we are watching everyday people make a difference, and or stand out socially without the stick and reach radio has. And one reason is because we now operate in a world where reach is not the same as influence.
And perhaps that's not fully understood.
There's this misconception that if a social platform or app doesn't have Zuckerberg type numbers, it's not worth your brand's creative energy. But the danger in that thinking is missing the opportunity to touch fans, one at a time.
It's no longer only about the big round cume numbers we've been conditioned to care about. It's about finding ways to create awe, tapping into passion, and creating unexpected moments – regardless of the size – how many fans are present.
But I wonder if the lack of interest for anything but Facebook goes beyond how well the platform scales. Facebook is pretty easy for everyone to "game." All it takes is substandard content for a lot of likes. Other social outlets, such as Twitter and Snapchat, are harder to manipulate.
A smaller audience is more intimate and honest. Content or humor has to be greater than the common mindset we see play out on Facebook. So with these smaller social platforms, unless you're a member of One Direction – mediocrity is not rewarded.
Patience is required. There's also a need to be consistently present and connected in the moment with information, wit, wisdom, and great snark. Not just when you feel like being there.
It's hard work earning attention on smaller platforms. Fans want better. But more importantly we have to believe intangibles matter - even if they don't directly contribute to the bottom line this quarter. That's what these lesser sized platforms are really.
They are those intangibles that can complement your brand's culture.
The objective moving forward should be less about wanting more likes or followers, and more about how you can tell a story each week about how you used social to make someone's day, helped better the community, or even bringing a really cool band to town – with the help of the fans, not the label.
Reach out to me anytime on Twitter @lorilewis.
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