ublicity and marketing, including social media, is like the Wild West.
Just about anybody can call themselves a Social Media Ninja (although they shouldn’t) and get away with it, especially if they used the right jargon. Crazy ideas don’t sound crazy when nobody really knows anything in this new frontier.
Social media is still related to publicity and marketing, and even in that old business, the saying was, “Half of all advertising gets wasted. But nobody knows what half.”
Although there’s certainly good practice and bad ideas, there’s always been more art than science to the field. You can’t predict what will work or say, “We’re going to make this viral” and have it happen. Doesn’t work that way.
PETA does it best: they assume most things will fail, which is true. They swing for the fences and try all sorts of wild ideas and PR stunts, because 99 of them can flop if only one of them goes viral. PETA knows you can’t plan viral.
Now, I like the art AND the science, the theory and the practice. You can’t run everything by the numbers, because good numbers are hard to find, and it’s expensive, and you surely can’t run a bunch of numbers and say, “See? This thing will blow up because, you know, science.” Doesn’t work. But you can, and should, grab data where possible and use that to point in the right direction.
So it gave me great joy to see Neil the Patel come through with another great infographic about which words get shared on social media — the Book of Face, the Twitter, Goople+ and even that thing called LinkedIn — and which words get buried. Useful stuff.