Why Michael Stelzner Says Less Is Now More in Social Media

Meaningful Data versus Surface Metrics

Marketing has always been a game of numbers, but in today’s world, there are more metrics and sources of data than ever before. The struggle now is parsing this deluge to find the truly meaningful data.
It can be easy to feel successful with surface-level metrics, causing you to waste your efforts on content that may be completely missing the mark despite the at-a-glance success. This is exactly why Michael Stelzner of Social Media Examiner has shifted SME’s efforts from Facebook to YouTube for their longer video content. Despite having great “success” based on their view counts, a deeper look at the meaningful data let him know that very few people were actually consuming the whole of the content.
It’s this honest approach and these hard decisions that can take your business to the next level of success. It’s not worth it to sit back and rest on perceived successes. Take another look, and be sure you are making your decisions based on the most meaningful data!

In This Episode

• Why 2018 has been a hard year for social media marketing.
• How to find more meaningful data.
• Why Facebook is not the place for successful video content.
• Why an “untrackable network effect” is so valuable.
• How Messenger may replace email for subscriptions.
• Why interaction is what counts in social, but many businesses aren’t doing it.
• Why you should have a “kill list” of things to stop doing.
• Where social may be heading.

Quotes From This Episode

The metric that matters is whether people actually watch, not the drive-by experience. Share on X
“We’re coming up with very short, snackable, square content because that’s what people consume on Facebook.” — @Mike_Stelzner
“It becomes problematic to have a strategy that hinges very heavily on your tribe creating content for you if that content is restricted from being seen by their tribes.” — @Mike_Stelzner

Resources

• Salesforce
• ICUC
• Social Media Examiner