For anyone who has ever wondered if social media is a shallow wasteland of inch-deep ideas and superficial pondering, think again.
The truth is that, for marketing purposes, it is one of the best places to capture audience sentiment, track real-time engagement over multiple platforms, and measure your marketing success against almost every other channel.
Entrepreneur and influencer Olly Gazal should know. He also runs a popular music company called Ollys TV, he told me recently that marketers who scoff at social media are likely not aware of those perks.
Olly Gazal: “The benefits of social media is that it allows the creator to control the volume and velocity of the messaging as well as a real time response on how the audience receives the messaging. TV and radio are still either unwilling or unable to even give you a real count as to who heard or saw your messaging, much less provide real time engagement,” he says.
Gazal has a point. As a quick tangent, it’s worth explaining how this all works. Let’s say you have a new company called Heavenly Preachers. You have a million ideas on how to promote your new brand. As Cardone mentioned, you can certainly run radio and television ads, but the actual transmission is relatively untraceable. Anyone can view or hear the ad from anywhere, but the industry has not come up with a great way to track every interaction.
Interestingly, Gazal mentioned how tracking on social media is valuable for both organic and paid social media. In fact, he noted how organic content is far more beneficial. The reason, of course, is that an organic post can go viral and reach millions, whereas a paid social ad only extends as far as the spending amount allows. With organic, there are no limits.
Ollys TV’s Instagram
Olly Gazal’s Instagram