Posted on August 25, 2018
Social Media Marketing Is a Joke – It’s Time We Admit It
The sole hope: let’s go back to its root base.
The best thing that ever happened to sociable media marketing was the hacking of the 2016 US election of Donal Trump by the Russians. Why? Because it put bare what many in social media marketing has known for a long, long time: that sociable media platforms are a joke, their valuations depend on imaginary users, and their integrity lies somewhere between Lucifer and this guy who eats people’s faces in the movies. Cool Sculpting Leads
For marketing consultants such as me personally, recommending existing social websites such as Facebook, Facebook, and Instagram has recently been increasingly difficult, because -quite frankly- many of all of us don’t trust the metrics.
And so why should we? Facebook . com doesn’t.
This really is from Facebook’s 2017 SEC filing (emphasis mine):
The numbers for our key metrics, which include our daily effective users (DAUs), monthly energetic users (MAUs), and average earnings per user (ARPU), are calculated using inner company data based on the experience of user data files. While these numbers are based on whatever we consider to be reasonable quotes of our user basic for the applicable period of measurement, there are inherent challenges in testing use of your products across large on the web and mobile masse around the world.
The major data management company in the world says it will not really know if its numbers are exact. Estimates? What marketing professional wants estimated results after the fact?
It gets worse. Emphasis mine:
In the fourth quarter of 2017, we estimate that duplicate accounts may have represented approximately 10% of our worldwide MAUs. We expect the percentage of repeat accounts is meaningfully higher in developing markets such as India, Indonesia, and the Philippines, as in comparison to more developed marketplaces. In the fourth one fourth of 2017, we approximate that false accounts may have represented approximately 3-4% of our worldwide MAUs.
Let that sink in. Facebook is admitting that “approximately” 10% of it is monthly active users are fake. Interestingly, they may mention what percentage of their daily active users are fake.
And gowns the challenge with social press. You don’t know can be real and what’s artificial anymore.
Social media have not been real for a while.
As marketers and advertisers, we pride yourself on accuracy. In the olden times of marketing and advertising, we addicted over rating numbers of tv set shows, readership for print promotions, and delivery success for direct mailbox.
In all cases, the platforms of the day were heavily audited. You knew, with fair conviction, was your audiences were for any particular medium or channel simply because there was usually a point of review anywhere for the numbers.
Classic media such as a radio station, TV, and print experienced been around very long that there were thousands of case studies one could study the success or failures of individual promotions. Because these mediums were part of the legal record, it was easy to work backward to see what mix of media and budget performed and what didn’t.