Content, schmontent and impact
The subject of the impact of social media on the actual sale of wine, as opposed to merely creating some short-lived buzz, has long been considered in my blog, as well as throughout the greater Internet community.
The question always has been: What do all those page views and visits mean? Do they translate into moving cases—or are they merely feel-good statistics that, from an economic point of view, are meaningless?
Attempts have been made to measure the “metrics” of such statistics, and sometimes these analyses look very good and thorough. But behind the spreadsheets, graphs and pie charts has been a continuing mystery wrapped in an enigma: What’s the point of it all? It’s rather like that old Zen koan, “What if they created a site that had big numbers, and nobody ever bought anything?”
This is the topic of an important article two days ago in BuzzFeed. It quoted the company’s founder and CEO, Jonah Peretti: “What matters most, and what all these metrics should try and point to is impact.”
Impact! Now we’re talking.
He asks pertinent questions: “Does [social media] have an impact on people’s actual lives, are people using the content, is it something that matters to them?” Because if the answers are no, no and no, then content, schmontent, none of it matters.
BuzzFeed’s editor-in-chief, Ben Smith, illustrated the unimportance of fancy metrics by comparing them to “artworks hang[ing] on the wall.” They may be pretty to look at, they may make you feel good, but they don’t pay the bills.
Peretti and Smith don’t claim to have definitive answers for achieving impact as well as metrics. Too bad, because that’s the Holy Grail. But then, after all these years, we shouldn’t expect instant solutions. However, Peretti does offer some ideas, which he poses as questions:
Does the editorial asset work across platforms?
Does it help people connect with each other?
Does it help people improve their lives?
Does it inform the public and change institutions?
Does it make the world more open and diverse?
Now, if you’re thinking that these are pretty lofty ambitions for a winery, you’re right: Peretti is thinking in terms of his company, which is making a play to be a serious media outlet. BuzzFeed may worry about making the world more peaceful and diverse; a winery is more concerned about moving last year’s inventory before the new one comes piling in.
But what Peretti is onto, I think, is that successful social media campaigns—the ones with impact—somehow are more than just themselves. They are created with intelligence and passion, such that readers or viewers feel that connection to the winery. They are inclusionary: they make all people feel part of the story. They’re not just slammed out willy nilly, like auto parts on an assembly line, in order to fulfill today’s Twitter quota. Rather, they form a continuing narrative—sort of like a really good T.V. series—that people want to revisit, to see what happens.
You know, there’s been talk of the evolution of social media as a selling platform, and maybe, in some cases, that’s true. But, as a wise man once pointed out, “There isn’t a version two or three if there isn’t a great version one.” People involved in the creation of social media campaigns should keep this in mind, and that word “impact” at the forefront of their consciousness.