As organic reach via social declines we must find a new way to use social media. Which brings us to two techniques, Rifle, and Shotgun. Which will you choose?
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A Social Media Debate: Rifle VS Shotgun
1. VS
a social media debate on better ways to increase
social engagement
2. Social marketing has changed, due to a few
major factors. We need to talk about the best
techniques to engage our social audiences.
3. “Rifle” is the name given to the strategy of
mastering a single social channel - it favors
special quality of content vs. quantity. This may
no longer be the best way moving forward to
reach your social audience. Here is why…
22. Rifle 1.0
-Single Channel
-Favors Quality vs Quantity
-Requires an audience
-Relies heavily on organic
traffic
-Has proven not to be
effective in modern social
engagement strategies
Shotgun
-Multi-Channel
-Favors Quantity vs Quality
-Requires an audience
-Relies heavily on organic
traffic
-Is effective in managing a
large multi-channel social
marketing campaign
-Does require more
content than before
Rifle 2.0
-Multi-Channel
-Favors Quality vs Quantity
-Requires NO audience
-Relies heavily on paid
traffic
-Is effective in managing a
large multi-channel social
marketing campaign
-Does not require more
content than before
23. Shotgun
-Multi-Channel
-Favors Quantity vs Quality
-Requires an audience
-Relies heavily on organic traffic
-Is effective in managing a large multi-channel
social marketing campaign
-Does require more content than before
Rifle 2.0
-Multi-Channel
-Favors Quality vs Quantity
-Requires NO audience
-Relies heavily on paid traffic
-Is effective in managing a large multi-channel
social marketing campaign
-Does not require more content than
before
24.
25.
26.
27.
28.
29.
30.
31.
32. 5% INCREASE IN COST
OF TALENT (YOY)
100% INCREASE IN COST OF
ACTION (YOY)
WILL TAKE 10 YEARS FOR
SHOTGUN TO BE LESS
EXPENSIVE THAN RIFLE ON A
COST PER ACTION BASIS
Time
Cost
33. 5% INCREASE IN COST
OF TALENT (YOY)
100% INCREASE IN COST OF
ACTION (YOY)
After 10 years, Shotgun will be the less expensive
option for the same major demographics. This is
when Long-Tail Paid Social Targeting will come into
play, just as Long-Tail SEO has.
.
This assumes Status Quo on all aspects of the equation.
Time
Cost