Dale Imerman is a marketing professional. He's been a crackerjack online strategist, advertiser and digital publisher for over a decade. He's the motoring contributor to African Investor and publishes a free online entertainment magazine www.mojodojo.co.za. Share your views and say hi to Dale on Twitter (@idale).
I agree with your implication that companies are measuring social media success with the wrong metrics (followers, likes, etc). I'm not so sure that the "quality of followers" is necessarily a or the right metric either - how do you really measure that effectively?
I do 100% agree with you that the best visitor is one who is triggered by a social discussion (word of mouth really.)
On the other hand I totally disagree that sourcing "ambassadors" is the most effective way to create quality traffic. Traffic can be built with adverts, billboards, people, references, etc. But it's worth zero unless it's leveraged with genuine value for the people visiting a brands context.
And the key to real value for consumers in my opinion is great content. Not marketing related content and product info. Real brand content that speaks the language of the target market and offers them value in the form of entertainment, education, etc.
In your last paragraph, I think whats important to note is that people can choose to IGNORE one way advertising like magazines, billboards, etc. They can do the same with crappy Facebook pages. And worse of all, if they are really crappy they can go out and do as much damage to the brand as good.
You've got a better chance of achieving the latter if you offer genuine value in your context with the use of original brand content.
[Dale Imerman] Want to learn the secrets influential leaders are sharing about challenges facing the world economy, business, government and society? In a series of blog posts, I’ll serve you all the knowledge I got from the Discovery Invest Leadership Summit - on a silver platter.
[Dale Imerman] Some of the world’s leading business thinkers will bring South Africans their secrets and insights at the Discovery Invest Leadership Summit on Wednesday, 11 August 2010, at the Sandton Convention Centre, Johannesburg. I’ll be there, too, thanks to Bizcommunity.com.