Gary Vaynerchuk: Social Media Reach is Overestimated

Posted by ivanpw under Social Media
From http://www.bizepic.com 3596 days ago
Made Hot by: LoopLooper on January 22, 2015 5:48 am

Gary Vaynerchuk - the epic social media guy, entrepreneur and investor - offers you his insights on how to balance metrics vs. real results.

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Comments

Written by HeatherStone
3596 days ago

Hi Ivan,

I like Gary's central concept here and, of course, it makes perfect sense. If you're doing your own social media marketing, at the end of the day sales has to be your yardstick for success, whether you have a product, service or are an affiliate for someone else's product or service. I think the problem comes in when what you're selling is eyeballs. If, like most publishers, you are trying to create a brand that draws a maximum audience so that others will want to advertise or do some other kind of deal with you, then numbers must be your goal. The terrible irony there is that, even once you do all this, advertisers or other partners may discover that your huge audience doesn't end up translating to sales or conversions for them and ultimately move on.

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Written by ivanpw
3595 days ago

Heather,

Indeed, views have always been the focus of publishers. As you said, unfortunately, advertisers expect leads and more often than not, they don't get what they are expecting to get - and moved on.

That's why I no longer focus on selling banner ad spots on my sites. They are poorly converting. It's better to promote clients' using content. They got clicks (leads), brand promotion and social media exposure.

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