Après avoir claqué la porte du parti Rewmi, Thierno Bocoum a entamé une tournée nationale avec en bandoulière son mouvement dénommé Agir (Alliance générationnelle pour les intérêts de la République). Sur Fair-Play, il fait un bilan de ses activités, parle des stratégies de l’opposition, de ses rapports avec le pouvoir, Idrissa Seck…
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The only hope: let us go back to its roots.
The most effective thing that at any time took place to
social media marketing and advertising was the hacking of the 2016 US election of Donal Trump by the Russians.
Why? Since it laid bare what quite a few in social media internet
marketing has identified for a prolonged, very
long time: that social media platforms are a joke, their valuations are centered on imaginary end users,
and their integrity lies somewhere between Lucifer and that dude who eats people’s
faces in the videos.
For marketing and advertising consultants these as myself, recommending current
social platforms these kinds of as Facebook, Twitter, and Instagram has been more and more challenging,
because -really frankly- lots of of us don’t have faith in the metrics.
And why really should we? Facebook would not.
This is from Facebook’s 2017 SEC submitting (emphasis mine):
The quantities for our vital metrics, which include things
like our day by day energetic buyers (DAUs), regular energetic users (MAUs), and ordinary revenue per person (ARPU), are calculated using inner company knowledge based on the exercise of user
accounts. When these numbers are based on what we imagine
to be affordable estimates of our user foundation for the relevant interval of
measurement, there are inherent worries in measuring use of our goods across big
online and cellular populations all over the earth.
The most significant data administration firm in the globe states it will not really know
if its quantities are exact. Estimates? What advertising and
marketing specialist would like believed final results right after
the fact?
It gets even worse. Emphasis mine:
In the fourth quarter of 2017, we estimate that copy accounts
may possibly have represented about ten% of our globally MAUs.
We feel the proportion of duplicate accounts is meaningfully greater in creating marketplaces these types of as India,
Indonesia, and the Philippines, as when compared to additional made markets.
In the fourth quarter of 2017, we estimate that
wrong accounts may well have represented roughly 3-4% of our
worldwide MAUs.
Enable that sink in. Fb is admitting that “around” ten% of its every month lively people are faux.
Interestingly, they do not mention what proportion of their every
day energetic users are phony.
And that is the issue with social media. You will not know what is real and what is actually faux anymore.
Social media has not been true for a when.
As entrepreneurs and advertisers, we satisfaction ourselves on accuracy.
In the olden occasions of advertising and promoting, we obsessed above score
quantities of tv demonstrates, readership for print promotions, and shipping and delivery achievements fees for immediate mail.
In all conditions, the platforms of the working day had been closely audited.
You knew, with truthful certainty, was the audiences were being for any distinct medium or channel because there was commonly a point of overview someplace
for the quantities.
Standard media these kinds of as radio, Television, and print experienced been all over extended
more than enough that there ended up 1000’s of case research 1 could review the
achievements or failures of unique strategies. Due to the fact these mediums
ended up part of the public file, it was simple to operate backward to see what blend of media and price range worked and
what didn’t.
As an sector, we could swiftly establish benchmarks
for achievement – not just dependent on our individual experiences- but in the
collective activities of quite very clear techniques laid bare for all people to
dissect.
Very well, that all went out the window with social
media.
Facebook, Twitter, and Instagram’s numbers have been often a joke.
In times of yore, enterprise valuation was based on revenues, property,
and human money, and performance.
That all adjusted when someone arrived up with the principle of “daily lively users.”
The race to acquire consumers grew to become
the driving force for social media platforms in a way that we’ve under no circumstances found
just before. Now, the obsession with consumer advancement
opened the door to promoting and internet marketing fraud on a scale that just wasn’t attainable earlier.
Let us get a thing clear: any system that enables for
men and women to produce thousands of faux profiles so
some others can purchase likes, followers, retweets, or shares is poisonous to advertisers and brand names alike.
Now, I realize that the word “enables” is executing a
large amount of perform in that sentence, so permit me extend a little bit
what I suggest.
I you should not consider I’ll get a lot of arguments when I say that -irrespective of what I think of
them- the most profitable social media platforms on the world are also some of the most sophisticated technological enterprises on the planet.
They have -arguably- some of the best AI about, as their full small business products revolve all-around remaining ready to crunch numbers, specifics, and obscure pieces of information hundreds of thousands of instances a 2nd.
They are also large corporations, with an army of legal professionals and
IP bulldogs waiting to shield their brand from any hostile outside forces.
So clarify to me, how is it, that even right after all we have viewed
in the information men and women can however buy Facebook likes,
or Twitter followers, or Instagram enthusiasts?
The motive: it was often a rip-off. And we acquired conned together with all
people else.
If your business is valued on your number of customers and the action of people
customers on your platform, what do you care if they are phony or not?
If you did, you would use an armada of auditors to guarantee the integrity of your userbase.
I really don’t believe that they ever did and
will by no means do this.
Social platforms deploy their honey lure.
To begin with, social platforms this sort of as Facebook and Twitter lured brands and firms on to their platforms with promises of free advertising and marketing
and promoting. The potential to rapidly
grow a fanbase and follower foundation, with no the need of selecting
marketing shmucks like me. Why waste time on employing a specialist when you
can do it all you for almost nothing?
At initially, I was a supporter of this. I thought that
advertising and marketing and promotion was normally one thing that only much larger companies could afford,
and that tiny organization marketing was getting still left at the rear
of. Social media advertising and marketing authorized for even a mother and pop store
to compete on line.
So quite a few enterprises invested innumerable hrs and 1000’s of dollars in human resources to
expand their followers on the internet.
Having lured them into their honey lure, social media
businesses then held followers and supporters hostages.
You experienced to pay back to have obtain to the userbase that you developed up and cultivated.
Quickly the quantities didn’t make any perception. You had to spend to market or boost posts when previously it was free of charge.
The outcome was disastrous for several enterprises. The ROI’s
did not insert up, but with so quite a few of their clients on these platforms,
they experienced small selection but to proceed to try and get no matter what benefit they could
for them.
Also, the move to these promotions opened up the Pandora’s box to additional abuses.
The drive for income seemingly brought about social platforms
to keep on to glimpse the other way on bogus profiles and social media bots for
the reason that they drove ad gross sales. Personal facts was harvested and manipulated
in means that buyers could not fathom and did not concur to.
Largely, it did something to internet marketing that I am not absolutely sure we
can get well. For several digital advertising and marketing companies and
internet marketing agencies, it forced us to down the Kool-assist with all people else.
Persons that need to have recognised much better doubled down on social media marketing for our shoppers when we realized -for most of them-
it was unneeded.