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I sat in a meeting the other day around Social Media. It was interesting to hear a couple people discuss the success of some specific social media efforts. They exclaimed the had hundreds of followers, and the other chimed in that thousands of impressions would be obtained.

I started to feel like I was in a media planning course because we were concentrating on the number of people that were being “touched” instead of the depth of the conversation. Frankly, continuously pushing the latest promotion to a bunch of followers or network connections doesn’t sound very helpful to the community. I’d guess the majority of those people don’t do much with it – either mentally to process the information or explicitly to forward it.

Social media can be an engaging environment, one that allows the most ardent wallflower to become a networking fiend. 24-7, their network can work with them as long as they are giving back to the community. I don’t see a whole lot of that happening. It may be a maturity issue. Over time, I think the promoters realize they need to be involved and engaging, not just promoting.

I’m not against metrics that include impressions or the number of followers, I’m just not sure that is all we are after at the end of the day.

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