It's not the Numbers that Matter with Social Media

There has been a meme floating about social media circles that the measurement of value of new media is not in how many you get to listen to your message, but rather who it is that listens to your message. A podcast that’s listened to by a handful of C-level executives is of more value to a supplier of that business, than one that’s listened to by hundreds on the shop floor. A political blog that’s reaches a single individual in a position to create change is of more value than one that hits thousands of the unwashed masses. A vidcast about better techniques in washing that hits a thousand of the unwashed masses is better value than if it hit a million sparkling clean folk.

You get the idea. Matching your message to the person you most want to hear that message, or to a person best suited to amplify your message, is where the value lies. It’s not how many you know - it’s who you know.

But there’s something even more valuable than having your message heard. That’s having your message acted upon. I will take having my words sway one individual to action over landing upon a million deaf ears any day.

When you set words to the screen, speak into the mike or step in front of the camera - you have a moment of opportunity to reach someone. A chance to make a difference in their life.

Sometimes that difference is small. You gave them a chuckle on an otherwise dreary day. You sent them into a moment of quiet reflection and thought. You convince them to click a link or to take a look at something or to register for some new service.

Sometimes the difference is huge. Your words cause someone to change the course of their life. Inspire someone to take a leap. Propel them out of their chair and out into the streets to bring about an actual change in their own life and the life of others.

In most cases the changes are elusive and near impossible to track. Someone quotes your words at a dinner party. Someone is humming a podsafe tune you introduced them to on the subway ride to work. Someone stays up late into the night reading a book purchased on the strength of your recommendation.

Now when you can match your message to your optimal listener and spark them into action … then you’ve really won the day.