A Social Media Debate: Rifle VS Shotgun
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As organic reach via social declines we must find a new way to use social media. Which brings us to two techniques, Rifle, and Shotgun. Which will you choose?
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A Social Media Debate: Rifle VS Shotgun
- 1. VS a social media debate on better ways to increase social engagement
- 2. Social marketing has changed, due to a few major factors. We need to talk about the best techniques to engage our social audiences.
- 3. “Rifle” is the name given to the strategy of mastering a single social channel - it favors special quality of content vs. quantity. This may no longer be the best way moving forward to reach your social audience. Here is why…
- 11. @Jbaer
- 17. @msweezey
- 22. Rifle 1.0 -Single Channel -Favors Quality vs Quantity -Requires an audience -Relies heavily on organic traffic -Has proven not to be effective in modern social engagement strategies Shotgun -Multi-Channel -Favors Quantity vs Quality -Requires an audience -Relies heavily on organic traffic -Is effective in managing a large multi-channel social marketing campaign -Does require more content than before Rifle 2.0 -Multi-Channel -Favors Quality vs Quantity -Requires NO audience -Relies heavily on paid traffic -Is effective in managing a large multi-channel social marketing campaign -Does not require more content than before
- 23. Shotgun -Multi-Channel -Favors Quantity vs Quality -Requires an audience -Relies heavily on organic traffic -Is effective in managing a large multi-channel social marketing campaign -Does require more content than before Rifle 2.0 -Multi-Channel -Favors Quality vs Quantity -Requires NO audience -Relies heavily on paid traffic -Is effective in managing a large multi-channel social marketing campaign -Does not require more content than before
- 32. 5% INCREASE IN COST OF TALENT (YOY) 100% INCREASE IN COST OF ACTION (YOY) WILL TAKE 10 YEARS FOR SHOTGUN TO BE LESS EXPENSIVE THAN RIFLE ON A COST PER ACTION BASIS Time Cost
- 33. 5% INCREASE IN COST OF TALENT (YOY) 100% INCREASE IN COST OF ACTION (YOY) After 10 years, Shotgun will be the less expensive option for the same major demographics. This is when Long-Tail Paid Social Targeting will come into play, just as Long-Tail SEO has. . This assumes Status Quo on all aspects of the equation. Time Cost