Seth Godin, one of the leading global marketing guru’s wrote in his recent blog The Inevitable Decline Due to Clutter, “Economics tells us that the right thing to do is run the factory until the last item produced is being sold at marginal cost. In other words, keep adding until it doesn't work anymore.” He goes on to say, “In fact, human behaviour tells us that this is a more permanent effect than we realize. Once you overload the user, you train them not to pay attention…” http://sethgodin.typepad.com/
As more and more entrepreneurs look to capitalize on the power of social media, are they too falling into ‘more is better’ trap? Is every Facebook update, Tweet, Blog or comment really adding value to your community, or is it just noise? Are you training your community to stop listening because the messages aren’t relevant enough or don’t provide enough value?
The traditional approach to marketing of placing strategy before tactics applies to online marketing. Before you engage in social media and online marketing, take the time to think about why you are using a particular tool and what you hope to accomplish – just because we can, doesn’t necessarily mean we should.
Use your strategy as the meter stick to measure every engagement. More is not better. Before you click “update” or “post” ask yourself, is what I am offering to my community adding value or am I contributing to the noise?