Lori Lewis On Vanity: Is It Your Brand's Favorite Sin?
July 11, 2012 at 3:54 AM (PT)
JACOBS MEDIA Dir./Digital and Social Strategies and MERGE author LORI LEWIS is spending time this week assisting members of the RADIO ADVERTISING BUREAU on how radio sales and its advertisers can co-exist on and benefit from radio station FACEBOOK "Like" pages (and other social assets.)
LEWIS says, "What works on the air is very different than what works socially. It’s not about writing up a spot and having production produce it and you walk away from it. It’s about weaving clients into your brand’s story socially and creating continuous interplay between the brand and the fan.
"Selling those 10,000 'Likes' means nothing. The amount of 'Likes' is a vanity metric. What matters is how many motivated relationships you are fostering. If fans aren't 'Talking About You,' it doesn't really matter then how many “'Likes' you've amassed does it?"
LEWIS adds, "Without perspective there is no direction."
Here's just a small peek of perspective that she's giving RAB members this week, on MERGE, with "Is Vanity Your Brands Favorite Sin?"