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Who should rule our story in social media?

Many companies leading social media communication fall into this trap: Focusing only on the active users. They think that the best thing to do is to observe their fans’ reactions and adapt the published messages to it. If the post gets a lot of likes and other positive reactions, they continue to repeat this theme in the following posts. If the post gets less likes, it will never be repeated.

Following the response rates makes sense, but only limited. In fact, the number of ‘likes’ says little about the actual reception of content amongst fans. Because it is missing the people seeing content without interacting. (more…)

November 3, 2014

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