I recently met with a client at a large, multi-channel retailer who spoke off-the-cuff about some social media reporting he’d received from another agency. Sure, he told us, it was great that they’d gathered 120,000+ fans on Facebook but that pales in comparison to the millions of unique visitors his flagship site gets in a day or the tens of thousands of new names and emails acquired through various channels. This is a guy who gets the value of social media and yet still felt…underwhelmed.
- Ford Fans>
- Ford Trucks Fans>
- Ford F150 Fans>
- Ford F150 Special Edition Fans>
- Ford F150 Special Edition Harley Davidson Fans>
- Ford F150 Harley Davidson After-market Accessory Fans…and so on.
Identifying the micro-segments and the shared interests (and language they use) takes a lot of time and patience, even with the support of digital listening tools. Whoever said social media was free obviously never had much to show for it.