I totally agree - the blind reapplication of broadcast terms and measures to digital (and other) media has created the rush on "likes" for it's own sake. What's really key for me is always Strategy first: what do I want to say? Who do I want to say it to? And then, where and when and how can I say it so that it is most likely to be really heard and engaged with?
I think many of the issues behind poor ROI on digital media can be attributed to not understanding the reasons for using them, as well as not understanding how to use them effectively (eg. FB paid ads vs content strategy) - as you explain so well, Walter. Thanks for a great article. |
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