Here’s an interesting quick take from VaynerMedia founder Gary Vaynerchuk, in conversation with PR veteran B. Bonin Bough of Mondelez, about social media engagement for Brand University.
His point: social engagement is less about “scale” than about using the proper platforms to reach the right audience:
Gary has 1.12M followers on Twitter, so it’s fair to call him an “influencer.”
His main point is interesting: it’s more effective to message his 34,000 followers on Snapchat with a direct call to action than to send a tweet with the potential to be seen by far more people…so other platforms may be more effective in terms of making a given topic trend on Twitter than Twitter itself.
For context, here’s an older clip of Vaynerchuk discussing Snapchat and its challenges with AdAge. Gary is not a fan of the “war room” model for clients with lots of followers on social: “when everybody’s screaming at a loud party, nobody’s breaking through.”
His theory is similar to our own experience with pitching: targeting is, in almost every case, more effective than mass messaging.
What do we think?