Sunday, 6 October 2013

Is the number of social media managers declining?

I do not usually comment on other blogs on this blog. I know shooting at others give them good reason to shoot back. A recent blog post, Why the decline in social media managers is a good thing got me thinking however. The article actually states that the number of social media managers grew by 50%. Thing is just that previously, the growth percentage was much higher (it does not say). Well, a 50% growth is not a decline.

I do not want to debate the issue of declining social media managers. I want to debate the trend of people trying to attract traffic to their blogs or web sites with catchy headlines - but with false information. It is clear to me that the author of abovementioned blog article either a) do not understand basic mathematics, or b) tried to use a catchy (but false) heading to attract attention. I will give the author the benefit of doubt and assume the latter.

I do not want to make this personal. Point is.

A heading in twitter grabbed my attention. I clicked on the link. First job of social media is to attract traffic to your web site or blog or whatever. The second job of social media is to convert the traffic to sales. This heading succeeded in the first job very effectivly.

Question is - did it convert my feet to a sale?

I think not. After I realised that the heading was false, I felt a bit cheated. I felt like I was tricked into following a false link. The author offer his social media services on his site. Will I make use of his services.. Most likely not. I do not feel that I can trust him. In my view this was like any spam advertising. This kind of advertising creates traffic, but the convertion ratio to sales is very low.

On the other hand, it works. If spam did not work, people would have stopped doing it. Even though convertion rates to sales is very low, clearly, people are spamming more and more every day. Here is the reason why.

One percent (1%) of a million is still more than ten percent (10%) of a thousand. Want to see it mathematically?

1% X 1,000,000 > 10% X 1,000

Proof: 1% X 1,000,000 = 10,000 and 10% X 1,000 = 100.

If you are honest you get very few clicks. Say, only a thousand. Because you are honest one in every ten people who clicked on your link will buy. You sell 100. But, by lying to people you create lots of traffic. Say you get a million clicks. Because you lied, fewer peoply fall for your trick, and only one out of every hundred who clicked on your link will buy. That is still a whopping ten thousand. That is good business.

Many do not care. In fact, people became used to it. The few of us who do care are dying out. In some country they have a law for schemes like this. It is called a "419 scheme". Soon that law will be regarded as archaic. The 419'ers will take over the world. We will all follow them, give them our money and bleed like good zombie sheep.


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