Your Social Fan Base Is More Important Than Your Marketing & PR Efforts

I recently came across this Tweet from Marketing Strategist, Justin Flitter, providing a staggering new statistic:

4.7% of your fans generate 100% of your social engagement. That’s right, 100%!

Flitter explains, “So to put it another way, it is 4.7% of your social media following that generates all of the conversions, not just reach…The result is this group of influencers can give you 176x the reach of an active engaged fan that is interacting with your posts and campaigns.”

Justin Flitter blog

4.7% of Fans Generate 100% of Your Engagement


So what does this mean for your marketing and communications efforts?

Your super fans are your biggest asset so redirect your efforts to appeal to them—directly.

Say you’re a struggling start up with limited resources, what marketing tactics can you apply to get you the biggest bang at the least expense? If I were the decision maker, I’d throw all of my resources toward social media engagement and kill my marketing & PR budgets. Why? Because consumers are smart, savvy, and under constant assault from marketers across every platform of daily life, so to stand out from the clutter, your marketing efforts would be costly.

Instead, invest your resources on staffing your social media office, then be a standout brand by meeting your customers where they spend time – on social communities. Furthermore, target your efforts toward those super fans (those most heavily engaged with your brand) and watch your efforts multiply!

Case In Point: Radio Shack “Goodbye 80’s” = Good Bye Stores!

Radio Shack was the clear winner of this year’s 2014 Super Bowl with their self-deprecating 80’s themed ads. Yet—the following week they announced the closure of over 1000 stores nationwide! Do you think that was a smart marketing spend? I mean, what was the point of it all? Rather than make a big traditional ad spend, they should’ve funneled their efforts to engaging their customer base on Facebook, Twitter, Instagram and Pinterest.

Better yet, Radio Shack could’ve launched a social media campaign aimed at their super fans to generate store traffic. How? They could’ve launched a TweetUp/Prize Giveaway designed to drive customers to stores. The possibilities for social are limitless and Radio Shack was just too slow to tap into it’s potential.

It’s really too bad because a smart social media strategy could have served to draw traffic to their stores instead of leading to store closures. Sigh…

Radio Shack Goodbye 80s

Radio Shack SuperBowl Ad

Radio Shack Goodbye 80s